PENGARUH PERSONAL BRANDING ALFIANSYAH KOMENG PADA INSTAGRAM @KOMENG.ORIGINAL TERHADAP PERSEPSI POLITIK MASYARAKAT JAWA BARAT PASCA PEMILU 2024

Ferdinando Tamaro Saragih Sumbayak, . (2025) PENGARUH PERSONAL BRANDING ALFIANSYAH KOMENG PADA INSTAGRAM @KOMENG.ORIGINAL TERHADAP PERSEPSI POLITIK MASYARAKAT JAWA BARAT PASCA PEMILU 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The 2024 election marks the presence of a unique political phenomenon in Indonesia, namely the success of a comedian, Alfiansyah Komeng, being elected as a member of the Regional Representative Council (DPD) of the Republic of Indonesia from West Java with the most votes without conducting a conventional campaign. This study aims to analyze the influence of Komeng's personal branding on Instagram @Komeng.Original on the perception of the West Java community after the election. Using a quantitative approach with survey methods and questionnaires distributed to 100 respondents who follow Komeng's Instagram account, this study examines the dimensions of personal branding based on Haroen's theory and Political Cue Theory from Conover & Feldman. The results of the study show that Komeng's personal branding which is characterized by uniqueness, honesty, humor, and emotional closeness to the community has a significant influence on public perception, especially through visual symbols such as humorous posts and unconventional communication styles. This study concludes that social media, especially Instagram, is an effective tool in shaping the political image of non-politician public figures and can replace traditional political campaign methods. These findings highlight the importance of visual communication strategies in building political legitimacy in the digital era.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110413142] [Pembimbing: Ardli Johan Kusuma] [Penguji 1: Anwar Ilmar] [Penguji 2 : Fatkhuri]
Uncontrolled Keywords: Personal Branding, Instagram, Political Perception, Komeng, DPD 2024, West Java, Political Cue Theory
Subjects: J Political Science > JA Political science (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: FERDINANDO TAMARO SARAGIH SUMBAYAK
Date Deposited: 08 Sep 2025 01:02
Last Modified: 08 Sep 2025 01:02
URI: http://repository.upnvj.ac.id/id/eprint/39107

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