STRATEGI MARKETING POLITIK PARTAI DEMOKRAT DALAM UPAYA MENINGKATKAN BRANDING DI MEDIA SOSIAL INSTAGRAM (@PDEMOKRAT) PADA PEMILU LEGISLATIF TAHUN 2024

Koes Andriati Putri, . (2025) STRATEGI MARKETING POLITIK PARTAI DEMOKRAT DALAM UPAYA MENINGKATKAN BRANDING DI MEDIA SOSIAL INSTAGRAM (@PDEMOKRAT) PADA PEMILU LEGISLATIF TAHUN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research aims to determine the Democratic Party's political marketing strategy in an effort to improve branding on Instagram social media @pdemokrat in the 2024 Legislative Election, especially to reach young voters. The method used in this study is qualitative netnography with primary and secondary data sources. Data collection techniques include interviews and literature studies in the form of books, news, and relevant previous research journals. The theory used, namely Political Branding Pich & Newman, has three elements: Personal Political Brands, Political Party + Political Leader + Policy (which includes parties, leaders, and policies), and Symbolic Communication. The consistency of content uploads on the Instagram account @pdemokrat that displays the campaign activities of cadres, the credibility and active role of General Chairperson Agus Harimurti Yudhoyono (AHY), party policies, and the use of distinctive symbols such as the color blue and the Mercy logo, successfully conveys a strong political message to the public. The results of the study indicate that the Democratic Party's political marketing strategy in an effort to improve branding in attracting young voters in the 2024 Legislative Election has developed, but not significantly. This is evidenced by the Democratic Party's vote acquisition in the 2019 Election reaching 10.8 million and in the 2024 Election getting 11,283,160 or equivalent to 7.43%. The increase in the Democrats' electability does not appear to have increased drastically. This condition raises doubts about the extent of the contribution of digital strategies, especially on Instagram, to the party's vote achievement, because it is not comparable to the number of Instagram followers @pdemokrat as many as 641 thousand, meaning Instagram is not significant in increasing the number of Democratic Party votes.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110413029] [Pembimbing: Jerry Indrawan] [Penguji 1: Nurdin] [Penguji 2: Abdul Ghofur]
Uncontrolled Keywords: Political Marketing Strategy, Political Branding, Democratic Party, Instagram Social Media
Subjects: J Political Science > JA Political science (General)
J Political Science > JC Political theory
J Political Science > JF Political institutions (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: KOES ANDRIATI PUTRI
Date Deposited: 06 Aug 2025 06:20
Last Modified: 06 Aug 2025 06:20
URI: http://repository.upnvj.ac.id/id/eprint/38824

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