Azahra Nabila, . (2025) STRATEGI POLITICAL BRANDING PARTAI GERINDRA PADA AKUN TIKTOK @PARTAIGERINDRA DALAM PEMILU LEGISLATIF 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to discuss the Gerindra Party's political branding strategy on TikTok @partaigerindra account in the 2024 legislative election and analyze the effectiveness of the political branding strategy in increasing party electability using Pich and Newman's theory, namely political brands trinity which namely Party Brands, Party Leader Brands, Policy Brand and symbolic communication. The method used is qualitative research with Netnography. The data collection technique was carried out through interviews with purposive sampling and Computer-Assisted Qualitative Data Collecting. The researcher used three stages of analysis, namely, entrée, data collection, and interpretation analysis. The results of the study show that the Gerindra Party's political branding strategy in attracting voter votes has succeeded in building a unique branding and the Gerindra Party has significantly undergone a transformation in the style of changing communication to the public. The Gerindra Party's branding strategy on TikTok emphasizes the importance of the party leader brand and reflects its emotional and symbolic nature, by displaying content and narratives of closeness to the people, promotion of pro-people policies, and a strong image of the party leader, Prabowo Subianto. Content that is packaged with contemporary editing, light and easy delivery, and using popular music has managed to attract the attention of novice voters and generation Z. Gerindra Party's strategy on TikTok is considered to be able to contribute to public perception and have an impact on the electability and the acquisition of the number of votes of the Gerindra Party. TikTok is one of the keys to the Gerindra Party's success in increasing the number of votes in the legislative election and the victory of the Party leader to become the President of the Republic of Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110413195] [Pembimbing: Anwar Ilmar] [Penguji 1: M. Prakoso Aji] [Penguji 2: Fatkhuri] |
| Uncontrolled Keywords: | Political Branding, TikTok, Gerindra Party. |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | AZAHRA NABILA |
| Date Deposited: | 28 Aug 2025 07:43 |
| Last Modified: | 28 Aug 2025 07:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38875 |
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