Mahalia Sinta Auranti, . (2025) POLITICAL BRANDING RIEKE DIAH PITALOKA MELALUI INSTAGRAM @RIEKEDIAHP PADA PEMILU LEGISLATIF 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the political branding strategy of Rieke Diah Pitaloka during the 2024 Legislative Election campaign through Instagram. The research focuses on the construction of values, personality, and ideology of a female politician, as well as the role of social media in building emotional connections with voters. The study indicates that political support is not solely influenced by money politics, but is also shaped by trust and sustained emotional closeness. This research adopts a qualitative approach using netnography, in depth interviews, and Instagram content analysis supported by RapidMiner. The data consist of 50 Instagram posts published during the campaign period from November 28, 2023 to February 14, 2024, including text, images, videos, and audience interactions in the form of likes and comments. The results show that content themes are categorized into three main groups: Advocacy and Social Justice (33 percent), Local Community Engagement (39 percent), and Legislative and Political Update (28 percent), reflecting a balance between ideological advocacy, community engagement, and legislative capacity. Quantitatively, advocacy related content associated with BPJS issues, the protection of female workers, migrant laborers, and citizens’ constitutional rights generated the highest engagement levels, while more formal and institutional content tended to receive lower interaction. Correlation analysis reveals a strong positive relationship between the number of likes and comments (r = 0.81). These findings indicate that Instagram plays a significant role in shaping value based political branding and strengthening digital political loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110413148] [Pembimbing: Anwar Ilmar] [Penguji 1: Nurdin] [Penguji 2: Lia Wulandari] |
| Uncontrolled Keywords: | Political Branding, Rieke Diah Pitaloka, Instagram, Legislative Campaign, Political Engagement |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) J Political Science > JF Political institutions (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | MAHALIA SINTA AURANTI |
| Date Deposited: | 28 Apr 2026 04:54 |
| Last Modified: | 28 Apr 2026 04:54 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42881 |
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