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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue IV, April 2026
Building Personal Branding to Influencing Voter’s Perception (A
Case Study of Prabowo Subianto on Instagram @ Prabowo as
Candidate President Republic of Indonesia 2024)
Sovia Sitta Sari, Zulfa Qurrota A'yun, Suciati*
Universitas Muhammadiyah Yogyakarta
*Corresponding Author
DOI: https://doi.org/10.51583/IJLTEMAS.2026.150400065
Received: 16 April 2026; Accepted: 21 April 2026; Published: 08 May 2026
ABSTRACT
Ahead of the 2024 presidential election in the Republic of Indonesia, a number of names have begun to emerge
from various political parties as potential presidential or vice presidential candidates. Several surveys have
been conducted by various parties. Prabowo Subianto is one of the top three names from a survey of national
leaders, he is a figure known to all people in this country. The Minister of Defense who is also the current
chairman of the Gerinda Party. This study will photograph how student activists perceive Prabowo Subianto's
personal branding as a candidate for President of the Republic of Indonesia on his Instagram, namely
@prabowo. The source of this research comes from interviews with informants who are student activists as
voter and documentation from Instagram @prabowo. This research uses descriptive qualitative research
methods and aims to find out what factors determine followers' perceptions and how these perceptions are
formed. The theory used in this study is the theory of perception and 8 characteristics of personal branding.
The results of this research are the perceptions generated by the four informants who have responses that lead
to the figure of Praboowo with firm, wise and nationalist leadership as a candidate for president of the
Republic of Indonesia in 2024. They agree that there is potential in the next election with the work displayed
by Prabowo, who is currently in office as Minister of Defense and saw that the influence of Prabowo
Subianto's background which is a former military general has a power on the perception of informants, where
from there one can see a promising attitude as a leader. Perceptions are formed through the interaction of
experience, values, and media exposure. Informants assessed Prabowo's personal branding positively,
particularly in terms of leadership, nationalism, closeness to the people, and competence.
Keywords: Perception, Personal Branding, Instagram, Presidential Candidate
INTRODUCTION
As the 2024 presidential election approaches, several names have started to appear on online news article
pages to be nominated as candidates for president or presidential candidates. Several surveys have been
conducted by various parties. Reporting from the kompas.com article, it displays the results of a survey
conducted by Poltracking Indonesia using the stratified multistage random sampling method with a sample of
1,220 respondents with a margin of error of around 2.9% at a 95% confidence level. This survey cluster covers
34 provinces throughout Indonesia proportionally based on the latest voter population data. The results
obtained were first position Ganjar Pranowo with a classification of 26.6%, then in second place Prabowo
Subianto with a classification of 19.7%, and third position Anies Baswedan with a classification of 17.7%
(Hardiantoro & Hardiyanto, 2022) The branding influence that has been built to date has made Prabowo's
name still warm among the public.
Prabowo Subianto is one of the three names, Prabowo is someone who is known by the people in Indonesia. A
Minister of Defense who is also a politician from the Gerinda Party has nominated himself as a presidential
candidate 2 times in a row. Prabowo is a tough, strong and firm figure. As a leader who is known by the wider
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community, Prabowo was able to build good personal branding directly in various circles of the general public
and religious .
Social media is a new media that has emerged with various platforms that have great potential. Instagram is
one of the social media platforms currently used by the public. Based on data from dataindonesia.id, there are
97.17 million Instagram social media users, while Twitter has 18.45 million users (Mustajab, 2022) . With the
use of Instagram social media that can reach more people, even people with big names participate by always
uploading their activities on Instagram.
The power of social media is so great with posts that are uploaded, it is able to attract the attention of the
audience by raising different perceptions. With the upload of a photo and a caption, it will form a different
perception for each audience who catches it. The perception process that appears in each audience can be
formed by looking at uploaded posts and captions uploaded based on different backgrounds.
Figure 1. Activity military Prabowo in several activities. Retrieved 4 May 2023.
Source: instagram @prabowo
With posts that often appear on social media accounts, this has its own characteristics for each personal
branding that is displayed. Through personal branding, the main things that can be put together in individuals
involving skills, personality, and character are wrapped up as a strong identity compared to other people's self-
identities. Montoya in (Afrilia, 2018) . From the personal appeal shown on social media, a politician has an
image or image of a character that is formed through personal branding, so that it becomes the criterion for his
people to become a Candidate for President of the Republic of Indonesia in 2024. So that the perception that
arises as a result of strong personal branding will have a big impact on every person.
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By building a good personal branding, now Prabowo's Instagram account has 5.2 million followers with 647
uploads. As a politician, Prabowo certainly wants to build a good personal branding so that he can have a good
image of his figure in the world of politics so that people can feel confident to vote for Prabowo. The activities
uploaded on Instagram show how big the contribution of Prabowo Subianto's figure is in political activities in
Indonesia which has an impact on social society as a 2024 Candidate for President of the Republic of
Indonesia.
Reporting from an article said that the display provided by Instagram @prabowo has a classy concept and has
quality images and neat feed arrangements (Hasya, 2020) . Student activists have their own perception of a
leader and politician. A student activist is a student who takes part in student organization activities and is
actively involved in making efforts for better social change. Student activists have diverse thoughts supported
by their respective organizational environments. The organizations provided to support student activities also
vary, the knowledge that will be obtained also tends to be different so that the perceptions of student activists
have a perspective with a different understanding. The perception of Prabowo's Instagram followers is shaped
by personal branding created by the attractiveness of the Instagram account @prabowo so that currently
Prabowo still has such a big name in the world of politics. Even though Prabowo is no longer young, there is
no doubt about the extraordinary charm that is known by the public.
When compared with politicians who are relatively young at their current age, such as Erick Tohir and Puan
Maharani, Prabowo's figure is able to get more value from the public so that he can still be compared to 3 big
names as a 2024 presidential candidate. That way, Prabowo still has a strong character. qualified to be a leader
in this country. Therefore, this study entitled "Perceptions of Student Activists on Prabowo Subianto's Personal
Branding as a Candidate for President of the Republic of Indonesia 2024" which aims to find out how Prabowo
activists perceive Prabowo Subianto's personal branding as a Candidate for President of the Republic of
Indonesia 2024.
LITERATURE REVIEWS
According to Philip Kotler, personal branding can be understood as an effort to market oneself like a product,
where individuals must be able to display uniqueness and added value to be recognized and remembered by
the audience (Kotler & Keller, 2016). The relationship between personal branding and perception is very close
because personal branding essentially aims to shape public perception. Perception is a cognitive process in
which individuals interpret information received through the five senses to then form an understanding or
assessment of someone or something. In this context, personal branding functions as a stimulus that influences
how audiences interpret an individual's character, competence, and credibility. When personal branding is
carried out consistently and in accordance with audience expectations, the resulting perception tends to be
positive and stable. Conversely, inconsistencies in conveying self-image can lead to negative perceptions or
even distrust. Thus, personal branding and perception have a strong causal relationship: personal branding
serves as a tool to direct perception, while perception is the end result that determines the success of the
personal branding strategy (Kotler & Keller, 2016).
Studies previously carried out by Deandra Shivana, Soraya Nurida, and Joe Harrianto Setiawan with title
research "Analysis Perception of Followers Instagram account @ marioteguh Regarding Personal Branding
Mario Teguh Post Case Confession Child Bladder by Kiswinar ”, studied that the public's perception of
Mario's Personal Branding is true to perception the public (Instagram followers @ marioteguh ) do not fulfil
overall personal branding, because no fulfil element consistency. The perception that exists in the public
about Mario Teguh 's personal branding post case confession child biological by Kiswinar is No in
accordance with personal branding shown by Mario Teguh . Personal branding is said success must own
third element is Clarity, Specialization, and Consistency. If one element the No can fulfilled , then
personal branding can said No relevant (Shivana et al., 2021) . Different with study before, research This will
take different object that is with see perception of Instagram followers @ prabowo and uses 8 concepts
personal branding characteristics .
An another study conducted by Zella Eprilia Khansha, with title research “ Perception Student Against Arief
Muhammad's Personal Branding Through Instagram Feed”, in study the can concluded that perception student
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towards Arief Muhammad's personal branding through a positive Instagram feed perception with a mean of
17.15 and percentage perception positive 78%. this _determined based on eight the personal branding aspect
that was coined by Peter Montoya namely specialization, leadership, personality, distinction, visibility,
confidence, and unity. Difference with study This is researcher will use different perception and use _method
descriptive qualitative (Khansa, 2022) . Different with study before, research this will describe how perception
of Instagram followers @ prabowo towards Prabowo Subianto's personal branding as Candidate President
Republic of Indonesia 2024, capable give impact big so Prabowo is still can placed on three top a capable
politicians to follow as well as in the presidential election in 2024 later.
What is Perception?
Perception is referred to as the core of a communication, this is because if our perception or someone's
perception is not accurate, then the resulting communication will not be effective. Perception is also important
for an individual in determining something. Because, it is through perception that an individual can determine
a decision by ignoring other messages. The higher the similarity and the degree of perception between
individuals, and the more frequent and easier individuals communicate, the more likely a person is to form an
identity and cultural group through perception (Mulyana, 2016) . Perception process runs from the bottom up
(interpreting sensory) and from the top down (trying to relate to past experiences or the outside world) (Suciati,
2019) . In understanding reality, humans need perception. He will give meaning to what he sees, hears, feels,
smells, or feels. Perception results will be considered in responding, either in the form of attitudes or behavior.
Based on several definitions of perception, a chart can be described that can explain how perception relates to
reality.
Figure 2. Perception Cycle (Suciati, 2019)
The picture above explains that a perception begins with the presence of reality. Perception will appear when
there has been prior sensing (sensation). The stimulus will be given meaning by the individual, by including
the individual's experience background, motives, attitudes, personality, habits and so on.
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The properties of perception as follows:
Perception can be selective
Perception of a person can be selective, this can be influenced by factors of attention. It is a person's attention
elicited by a stimulus that can determine a person's selectivity towards that stimulus. Attention can be
influenced by internal factors such as biological factors, physiological factors, socio-cultural factors, and
psychological factors of a person. The greater the difference between the above aspects between individuals,
the greater the automatic difference in the perception of each person towards a reality.
Perception based on experience
A person's perception of an object, event, or person cannot be separated from the experience of that person.
Experience is also considered as a learner, especially in giving a perception of something.
Perception is conjectural
This step is considered to be one of the important steps in perception. As important as selection, the step of
taking an assumption is considered necessary because it is impossible for someone to get detailed information
only from sensing. This process allows one to provide an interpretation of an object with a more complete
meaning from a point of view. Conjecture is deemed necessary to make inferences, especially if the
information captured through sensing is incomplete.
Perception is evaluative
In evaluative perception, sometimes a person thinks that the perception he has is a reality. In fact, it is not
uncommon for someone to be fooled by their perception through sensing. No perception is done objectively.
Someone interprets something based on the experiences and interests of each individual.
Perception is contextual
Someone has to organize the stimulation they get from outside. Context is one that influences a person's
perception, and can be categorized as the influence that can be said to be the strongest. When someone sees an
event, a thing, the elements of the cognitive structure, perception, and expectations of a person are greatly
influenced by the context of the stimulus itself (Mulyana, 2016) .
In determining a perception, a person is often wrong or mistaken in judging something. This is of course due to
the expectations or expectations of an individual in determining their respective perceptions.
Here is a form of one's failure in perception:
Error in attribution
Attribution has a definition, namely, the internal process of an individual in understanding a cause of other
people's behavior. Errors in this attribution are caused by misinterpretations from one individual to another
regarding the meaning of a message, or the behavioral intention of another individual.
Halo Effect
The halo effect is an effect caused by an individual who creates an impression on other individuals, and the
impression generated by this individual will have a strong impact on his assessment of the nature of other
individuals. In the halo effect, a thought that the general public would consider normal if said by an ordinary
person, could be considered something brilliant if said by an important person.
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Stereotypes
Stereotypes can be a barrier to communication, stereotypes themselves have meaning, namely generalizations
to an individual based on little tasks (Wahyudi, 2018). Leadership can be built through approach intellectually
and morally intelligent and deep wise utilize global dynamics as well region, for interest national nor local
accompanied with ability control various skills leadership, among others as following:
Strategic Leadership
Strategic leadership, namely effective and acceptable leadership has "strategic ability" in planning, leading and
mobilizing other people or organizations to carry out activities that are or have strategic implications. Strategic
leadership can be built on the basis of a combination of character, integrity and commitment.
Character: The character of a leader determines the level of success in applying leadership. Good and strong
character give strength for an own courage choose the right things and do them.
Integrity: Integrity is ability for always hold firm moral principles and refuse to change it although situation at
hand really hard. A person of integrity tall is the one who plunged themselves in their environment, work and
work at a time feel unity himself with nature and society around, always seek and try understanding what to _
deployed for the sake of interest environment.
Commitment: Clear commitment to interest national built through approach intellectually and morally
accompanied with business control various required skills in the achievement process purpose. That
commitment a leader needed for face movement reforms that are progressing precisely can be one factor
potential push happening disintegration nation and there trying group utilize reform for changing the unitary
state become federation as well as more extreme want separate something area to be a separate country, that is
independent or free from the Unitary State of the Republic of Indonesia (Wahyudi, 2018) .
Building National Leadership
Building strong leadership, competent and credible national need will skilled leader in knitting plurality
inclined politics lulled by enthusiasm reform excessive, loud frenetic multiparty politics will generate a power
map spreading politics without exists majority single. Competent national leadership is very needed in order
to meet and process diverse interest political until produce pattern each other strong support. Without exists
skills manage and accommodate diversity party politics, then leadership national can bullied lots problem,
when matter the happen so task together for finish crisis become abandoned (Wahyudi, 2018). Research
conducted by Saiful Mujani Research and Consulting (SMRC) shows that the people's criteria for a politician
to lead Indonesia are 37% close to the people, 26% clean of corruption, 16% religious, and smart 14% the rest
choose not to know 6 %. SMRC conducted a survey of 1,220 respondents in November 2022. The survey was
conducted using the multiple random sampling method. The margin of error in this survey is ±3.1% with a
95% confidence level (Widi, 2022) .Then in an article Saiful mujabi explains that several criteria describe the
public's desire for a leader with the 4 criteria above, namely having empathy and care who has closeness to the
people, the integrity of political figures can be seen by how clean politicians are from corruption, obey religion
which is still an important factor in influencing voters and competence which means broad-minded, able to
solve problems, have various experiences and so on (Ananda, 2022) .
METHODS
This study used qualitative research methods. Qualitative research methods are research procedures that
produce descriptive data in the form of written or spoken words from people and observable behavior
(Moleong,2013). This research describe the perceptions of student activists towards Prabowo Subianto's
personal branding as the 2024 Presidential Candidate of the Republic of Indonesia. The object of this study is
the perception of student activists about Prabowo Subianto's personal branding as a candidate for President of
the Republic of Indonesia in 2024. The posting period is from January 2022 – April 2023.
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Data collection techniques in this study are divided into 3, namely:
Interview
In-depth interviews are data collection techniques that are carried out in a flexible and open manner, not in a
strict structure, and not in a formal setting. The main purpose of in-depth interviews is to be able to present
current constructions in a context regarding persons, events, activities, feelings, motivations, responses or
perceptions, levels and forms of involvement, and so on. Therefore, in in-depth interviews, informants can
express their opinions, and these opinions can be used as a basis for further research (Olsson, 2008) .
Documentation
Documentation is an additional source of data in qualitative research if other sources are available, such as
informants, events or activities, and places. The documentation collected can come from informants, or
government officials (Olsson, 2008) . Documentation in this study is in the form of photos or videos that have
been uploaded from the @prabowo Instagram account.
Informant
The analysis unit selection technique used in this study was purposive sampling. Purposive sampling according
to Sugiyono (2018) is a way of taking samples using certain considerations according to the desired criteria to
be able to determine the number of samples to be studied. The criteria for informants in this study were a
student activist and Instagram social media follower @Prabowo (Miles & Huberman, AM, & Saldana, 2013)
stated that data analysis techniques in qualitative research include:
1. Data collection processes and prepares data for analysis. This step involves interview transcripts,
scanning material, typing up field data or sorting and organizing the data into different types depending
on the source of the information.
2. Data reduction. Data reduction is a form of analysis that classifies, directs, discards unnecessary and
organizes reduced data to provide a sharper picture of the observations into themes.
3. Data Display (Data Display). Presentation of data is an analysis in the form of a matrix, network, cart,
or graphic. In qualitative research, data presentation is done in the form of brief descriptions, tables,
charts and relationships between categories. Through the presentation of these data, the data is
organized and structured so that it will be easier to understand.
4. Conclusion Drawing/Verivication. The initial conclusions put forward are still temporary, and will
change if strong evidence is not found to support the next stage of collection. Conclusions in qualitative
research can answer the formulation of the problem that was formulated from the start.
The validity test of the data used triangulation. This study uses the source triangulation method, which means
testing data from various informant sources from which the data will be collected. Source triangulation can
sharpen the data obtained if it is done by checking the data obtained during research through several sources or
informants (Alfansyur & Mariyani, 2020).
RESULTS AND DISCUSSION
In this chapter, the results of research regarding the perceptions of student activists towards Prabowo
Subianto's personal branding as a 2024 Presidential Candidate for the Republic of Indonesia will interpret
Prabowo Subianto's personal branding with the perceptions of each informant who has a different background.
In this section the author will present the results of presenting the data obtained by interviewing 4 informants.
Based on the results of the data presentation obtained, researchers can see differences in the perceptions of
each informant because everyone does not always have the same opinion (Mulyana 2016). Then the perception
of an object can be interpreted differently based on experience background, psychological atmosphere, and
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culture. The results of the interviews conducted by 4 informants produced similarities with one another,
regarding how student activists interpreted the personal branding of Prabowo Subianto by looking at posts on
@Prabowo's Instagram. The informants' perceptions were based on different backgrounds from one another.
The informants also had different organizational experiences. In the 2024 presidential election, of course the
people have better wishes in the future by expecting good leadership.
Perception in this study is defined as a process within a person in viewing or interpreting Prabowo Subianto's
personal branding as a candidate for president of the Republic of Indonesia 2024 on social media Instagram
@Prabowo. The selected informant is a student activist who has followed the @Prabowo Instagram account in
the past 1 year. Thus the informant has a meaning of how the image is displayed by the @prabowo Instagram
account, but of course there are different perceptions of each informant.
On Instagram social media, uploading posts has no restrictions, as well as captions or messages conveyed.
Instagram management will bring up different perceptions. Strong personal branding as a politician will have
an impact on society. Majority of informants interpret the personal branding of a politician as necessary
because an image created through social media will later be seen by the public, then this image becomes a
consideration for being elected during the general election. The meaning of informants with Prabowo
Subianto's personal branding as a 2024 presidential candidate has positive results. The four informants agreed
that Prabowo still had the ability to engage in political activities in Indonesia. With a background from a
military general and currently Prabowo serving as minister of defense, this is the reason the informant believes
that Prabowo has power in the presidential election in 2024.
Perceptions of Ideal Presidential Branding
The results of the research conducted through interviews with 4 informants gave different responses from one
another. The four informants have the nature of perception that is based on experience. Where a person's
perception of an object is certainly inseparable from the experience that has been carried out and can be
considered as a lesson in giving perception of an object. The experience of organizing informants is one of the
factors which can provide a broader picture in viewing a political issue, especially in the meaning related to the
ideal presidential figure. With sufficient experience then supported by an appropriate environment can provide
more understanding of an object. The following data is about the perceptions of the 4 informants studied:
Informant 1
Informant 1 views Prabowo Subianto's personal branding on social media as representing a firm and
authoritative leader. This perception is shaped by content depicting state activities, such as official meetings
and working visits, which demonstrate strong leadership capacity. Furthermore, the informant believes that
Prabowo's military background adds value to building an image as a disciplined leader with decisive decision-
making. For this informant, the personal branding displayed on social media is consistent enough in depicting
ideal leadership characteristics.
Informant 2
Informant 2 focused more on the emotional closeness built through social media. According to him, content
featuring direct interactions with the public and a relaxed communication style makes Prabowo appear more
humane and approachable. The "gemoy" image that appears in several posts is considered an effective strategy
to attract the attention of the younger generation, especially students. This informant believes that this
approach successfully shifts the formal impression into a more flexible one without losing his identity as a
political figure.
Informant 3
Informant 3 interpreted Prabowo's personal branding in terms of competence and experience. He considered
the documentation of his activities as Minister of Defense to be concrete evidence of Prabowo's ability to carry
out his duties as a state minister. He considered the content displayed not only to promote image but also to
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demonstrate real performance. Furthermore, this informant observed a strong element of nationalism in each
post, reflected in the use of state symbols and national narratives. This strengthened his belief that Prabowo
was committed to national interests.
Informant 4
Informant 4 assessed Prabowo's personal branding more holistically, emphasizing the consistency of his
message and the power of visuals on social media. He believed that the content presented had a clear and
repetitive pattern, making it easier for audiences to understand the image he was trying to build. Furthermore,
the use of visuals, such as photos and videos, was considered very effective in conveying messages quickly
and engagingly. This informant also noted that support from various parties, such as digital volunteers and
public figures, helped strengthen the spread of his message and increase Prabowo's visibility on social media.
The decision to take a perception can be based on one's internal and external factors. This factor can be a step
in taking attention to an object. It is also explained in the picture chart in theory about the perception cycle,
that in the meaning of a perception it is certainly accompanied by several triggers such as motives, personality,
one's experience, and so on. In taking an opinion, it is certainly not far from having family or environmental
factors as a support, but one's internal factors become a step in making decisions on an object. This is
consistent with the four informants who did not use external factors as a benchmark for making a decision.
Figure 3: Prabowo in social media “Gemoy”
Source: instagram @prabowo
Each informant has different views about the ideal President. The spirit of nationalism in every Indonesian
citizen is an important thing to have because a nationalist himself is a figure who loves the motherland where
he will have a sense of belonging to his nation. This was agreed by informants about the meaning of a
nationalism that must be owned by every individual. Based on this, it becomes one of the characteristics of an
ideal leader. Informants argue that having a spirit of nationalism is one of the things that must be owned by
prospective Indonesian leaders who will be able to influence every policy made.
The meaning of nationalism itself for the informants is to prove their pride in the country based on a firm
attitude and soul and then being able to dedicate themselves to the country in small or big matters. However, it
is not only based on the spirit of nationalism that makes the ideal figure of a leader, a figure who is firm and
not easily intervened, becomes the capital to lead the nation then is supported by courage in realizing the ideals
of the nation so that it will be better in the future based on the 1945 Constitution and Pancasila is the guiding
principle in leadership.
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The figure of Prabowo Subianto as a candidate for President of the Republic of Indonesia 2024
Prabowo Subianto's use of social media as a presidential candidate demonstrates several strategic advantages
over his competitors, such as Anies Baswedan and Ganjar Pranowo, particularly in terms of engagement,
personal image building, and the effectiveness of digital-based political communication. One of Prabowo's key
strengths lies in his ability to craft content with high emotional appeal, significantly driving public interaction
in the form of likes, comments, and shares. In the context of digital communication, high engagement is a key
indicator of successful political message communication because it represents active audience involvement
(Susilo & Putra, 2024).
The communication strategy implemented also demonstrates a more adaptive and populist approach, one
example of which is the construction of a "gemoy" image that went viral on various platforms. This approach
differs from other candidates who tend to emphasize policy-based narratives or substantive issues.
Lighthearted, emotional, and entertaining content has proven to be more engaging and expand distribution
reach on platforms like Instagram and TikTok. This provides Prabowo with a competitive advantage in
reaching young voters, including university students, who are dominant social media users (Kurniawan, 2024).
Another advantage is seen in the efficiency of content production and distribution. While the frequency of
posts isn't always higher than other candidates, each published piece of content tends to generate a higher level
of interaction. This indicates that the communication strategy employed places greater emphasis on message
quality than quantity. Furthermore, optimization of social media algorithms plays a crucial role, as content
with high engagement is more likely to appear repeatedly on users' timelines, thus broadening the exposure of
political messages (Susilo & Putra, 2024).
From a distribution perspective, Prabowo's digital campaign is supported by an extensive network, including
digital volunteers, influencers, and a community of advocates actively disseminating content. This pattern
creates a significant amplification effect, allowing campaign messages to spread more quickly and massively
than other candidates. Thus, the success of Prabowo's social media strategy depends not only on content
production but also on the strength of the distribution network capable of effectively replicating and expanding
the reach of messages (Kurniawan, 2024).
Furthermore, Prabowo's communication style on social media demonstrates a high level of adaptation to the
dynamics of popular digital culture. The use of memes, visual trends, and emerging communication formats
makes political messages more contextual and easily accepted by audiences. This approach differs from the
relatively formal and rigid communication styles of other candidates. Adapting to digital culture contributes to
building an emotional connection between the candidate and the public, which ultimately influences public
perceptions and political preferences (Lim, 2017).
Overall, Prabowo's social media can be seen in three main presence dimensions: high levels of engagement,
success in building an emotionally-based personal brand, and a strong digital distribution network. The
synergy between these three aspects makes Prabowo's digital communication strategy more effective in
creating visibility and resonance among social media users, particularly the younger generation. Therefore,
social media serves not only as a means of communication but also as a strategic instrument in building a
competitive and influential political image.
Prabowo Subianto is a politician who has been involved in politics for a long time. With Prabowo's active
activities in the world of politics, he is no stranger to the community, especially with Prabowo's candidacy as a
presidential candidate in the previous period. And currently Prabowo is assigned to become the Minister of
Defense of the Republic of Indonesia in the Indonesia Onward II Cabinet led by President Joko Widodo. Based
on research results Prabowo still has a big role in the world of politics in Indonesia. Personal branding formed
through Prabowo's Instagram social media can provide a good view of his followers. Personal branding has 8
characteristic aspects, where each aspect has its own meaning in a particular field. Majority of informants gave
positive meanings to each aspect of the personal branding character, especially in these 8 aspects one could see
as a whole how the informants viewed the figure of Prabowo Subianto through posts on Instagram.
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Based on the findings of the researchers, Prabowo is a figure who has a strong leadership spirit and wants to
show that Prabowo is a figure who has a high spirit of nationalism, seen from Prabowo's background which is
a former TNI soldier. The experience you have when you become a military man can give a positive response
to the community. With Prabowo's experience as a military general, it is able to illustrate that Prabowo has a
figure who is firm in leading, authoritative, has principles that are firmly held, a clear vision and mission, and
who proves his ability in his field by becoming the Minister of Defense who can do his job well and according
to ability. The visuals displayed in posts on Prabowo's Instagram are also one of the influences in informants'
meanings about the image that is built. By showing the activities carried out while in politics, proving
Prabowo's ability in his work without the need to make specific statements about how his work program is
carried out. Having visual elements makes it easier for the audience to understand what you want to convey
(Firmansyah et al., 2017).
Political activities related to the community directly become one of the criteria desired by the people, as
evidenced by the research conducted by Saiful Mujani which has a percentage of 37% where the people want
leaders who are close to the community (Widi, 2022), in connection with this the researchers found
compatibility on the personal branding carried out by Prabowo through his Instagram posts. According to the
informants in this study, the good intentions conveyed through Prabowo's Instagram were quite clear without
exaggeration and showed hospitality to the public.
Based on the research findings presented, it can be seen that Prabowo Subianto's personal branding as a 2024
presidential candidate through Instagram has a significant influence on the perceptions of student activists.
This indicates that social media, particularly Instagram, serves not only as a means of communication but also
as a strategic tool in building an effective political image in the digital age.
In the context of modern political communication, personal branding has become a crucial element that is
inseparable from campaign strategy. Personal branding allows a political figure to control the narrative about
themselves, thus providing the public with a consistent and focused image. Based on interviews, the majority
of informants assessed that the branding displayed by Prabowo through his Instagram account demonstrates
strong leadership character, nationalism, and experience. This aligns with personal branding theory, which
states that a consistently built image will strengthen one's position in the public eye (Montoya & Vandehey,
2008).
Furthermore, the positive perceptions formed are inseparable from Prabowo's background as a former military
officer and Minister of Defense. This background provides strong symbolic legitimacy in the context of
national leadership. In perception theory, prior experience and knowledge play a crucial role in shaping a
person's interpretation of an object (Mulyana, 2016). Therefore, the informants' experiences as politically
informed student activists influenced their interpretation of Prabowo's image.
Furthermore, the visual aspects of Instagram posts are also a crucial factor in shaping perceptions.
Visualizations of political activities, interactions with the public, and symbolic representations such as state
attributes can reinforce the intended message without relying on lengthy verbal narratives. This aligns with the
concept of visual communication, which states that messages conveyed through images tend to be more
quickly understood and more memorable than text (Kress & van Leeuwen, 2006).
Research findings also indicate that informants perceive Prabowo as a figure who is close to the people. This is
reflected in content depicting direct interactions with the people. This closeness is an important indicator of
ideal leadership, according to public perception. Previous research has also shown that voters tend to prefer
leaders who are perceived as "close" and understanding of the people's situation (Mujani & Liddle, 2010).
Thus, a personal branding strategy that emphasizes social closeness can increase a candidate's electability.
However, it is important to note that perceptions formed through social media do not always fully reflect
reality. Social media allows for selective image construction, where only certain aspects are presented to the
public. From the perspective of social media construction theory, the reality presented in the media is the result
of a selection and framing process (Couldry & Hepp, 2017). Therefore, even though informants provided
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positive assessments, a critical approach is still required when evaluating information obtained from social
media.
The differences in the informants' backgrounds were also an interesting factor in this study. Despite having
different organizational experiences, the four informants demonstrated similarities in assessing key aspects of
Prabowo's personal branding. This indicates a strong and consistent dominant message in communications
conducted via Instagram. This consistency is one of the keys to success in building an effective personal brand.
Furthermore, the concept of ideal leadership expressed by the informants emphasized the importance of values
such as nationalism, decisiveness, and integrity. These values were then used as a framework for assessing
Prabowo's character. In other words, there is a matching process between the informant's ideal values and the
candidate's image. If there is a match, the resulting perception tends to be positive. This aligns with congruence
theory in social psychology, which states that individuals tend to favor objects that align with their values and
beliefs (Festinger, 1957).
Framing and narratives constructed from social media
Prabowo Subianto's use of social media an Indonesian as presidential candidate is inextricably linked to
framing strategies and political narratives systematically constructed to shape public perception. In the context
of digital political communication, framing refers to the process of selecting and highlighting certain aspects of
reality to shape audience interpretations, while narrative is the storyline that connects various messages to form
a coherent meaning (Entman, 1993). These two elements are key to understanding how Prabowo's personal
branding is constructed through social media, particularly Instagram and TikTok.
One dominant form of framing in Prabowo's social media is the emphasis on a strong and nationalistic
leadership image. Posted content consistently depicts activities related to state duties, interactions with military
personnel, and national symbols such as flags and official state activities. This framing reinforces the
association between Prabowo and a decisive, authoritative leader with the capacity to maintain national
stability. From the perspective of framing theory, the repeated highlighting of certain aspects will shape
"problem definitions" and "character attributions" in the minds of audiences (Entman, 1993). Thus, the public
is led to view Prabowo as a competent figure in the context of national leadership.
Furthermore, a newer and more adaptive framing is employed, namely the construction of a "gemoy" image,
characterized by a more relaxed, emotional, and humanistic nature. This narrative serves as a significant
differentiation strategy compared to Prabowo's image in the previous period, which tended to be rigid and
militaristic. Through content featuring lighthearted expressions, humor, and informal interactions with the
public, Prabowo's social media constructs a narrative that he is not only assertive but also close and relatable to
the younger generation. This approach demonstrates a transformation in framing from "strong leader" to
"approachable leader," without completely abandoning his previous identity.
The narrative constructed through Prabowo's social media also demonstrates a storytelling pattern based on
experience and legitimacy. His background as a former general and his position as Minister of Defense are
used as narrative elements that strengthen credibility. In much of the content, these experiences are not always
explicitly explained but are visualized through activities and symbols. This aligns with the concept of political
narrative, which emphasizes the importance of "show, don't tell," where visuals are the primary medium for
conveying messages (Kress & van Leeuwen, 2006). Thus, audiences not only receive information but also
construct meaning through visual interpretation.
In terms of distribution, this framing and narrative are reinforced by social media algorithms, which tend to
prioritize content with high engagement levels. Content that is emotional, entertaining, and easy to understand
has a greater chance of receiving likes, comments, and shares, thus expanding the reach of the message. In this
regard, Prabowo's framing strategy aligns closely with the algorithmic logic of digital platforms, ultimately
increasing the visibility and repetition of messages in the digital public sphere (Lim, 2017).
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Furthermore, the framing also fosters social proximity. Much of the content features direct interactions with
the public, such as visits to local areas, dialogues with residents, or spontaneous moments that showcase a
personal side. The narrative that emerges is that Prabowo is a leader who is close to the people. In political
communication theory, this closeness is a crucial factor in increasing public trust, as voters tend to favor
candidates who are perceived as understanding their plight (Mujani & Liddle, 2010).
However, it is important to note that framing and narratives on social media are not neutral. According to Nick
Couldry and Andreas Hepp, the reality depicted in the media is constructed through a process of selection and
representation (Couldry & Hepp, 2017). In this context, Prabowo's social media only displays certain aspects
that support the image he seeks to construct, while other, less favorable, aspects may be omitted. Therefore,
framing analysis must also consider omissions as part of the communication strategy.
Furthermore, the constructed narrative also serves to create message consistency. This consistency is important
in personal branding because it helps the audience form a stable perception. In Prabowo's case, despite
variations in content, the primary messages conveyed remain centered around leadership, nationalism, and
closeness to the people. This consistency strengthens the audience's memory of the constructed image and
increases the overall effectiveness of communication.
Informant Perspective
Based on interviews with four informants who are student activists, it can be analyzed that the perceptions
formed regarding Prabowo Subianto's personal branding are not simply the result of social media exposure, but
also the result of a complex cognitive process involving each individual's experiences, values, and social
background. The informants' perspectives in this study demonstrate the interaction between internal and
external factors in forming assessments of political figures.
From the informants' perspective, the personal branding displayed through the Instagram account @prabowo
tends to give the impression of being structured and strategic. Informants observed that the uploaded content is
not random, but rather follows a specific pattern that consistently displays leadership, closeness to the
community, and nationalistic values. This indicates that the informants possess fairly good media literacy
skills, where they do not simply receive messages passively but also attempt to understand the meaning behind
them.
From a cognitive perspective, the perception process begins with the information selection stage, where
informants select certain content deemed relevant or interesting. Next, in the interpretation stage, informants
assign meaning to the content based on their experience and knowledge. For example, Prabowo's background
as a former military man was interpreted as an indicator of decisiveness and discipline. This interpretation
suggests that the symbols displayed in his personal branding hold strong meaning for the informants,
especially when they align with the values they consider important in leadership.
Interestingly, although the four informants had different organizational backgrounds, they shared similarities in
how they assessed key aspects of Prabowo's personal branding. This suggests that the messages conveyed
through Instagram displayed a high degree of consistency, thus creating a relatively uniform perception. In this
context, consistency is key to building a strong image in the eyes of the audience.
However, the informants did not completely accept all messages without criticism. Several informants
demonstrated a reflective attitude, questioning the extent to which the images presented reflected reality. This
demonstrates an awareness that social media can be a space for image construction that is not always objective.
This critical perspective is important because it demonstrates that student activists act not only as consumers of
information but also as active evaluators.
Emotionally, content depicting Prabowo's interactions with the public had a significant impact on the
informants' perceptions. Visualizing closeness to the people creates an impression of empathy and concern,
which then reinforces a positive image. In this case, emotional elements play a significant role in shaping
perceptions, as emotions can influence how a person assesses an object as a whole.
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Furthermore, informants' perspectives are also influenced by their ideal concepts of leadership. Informants
tend to use certain standards to assess whether a candidate is worthy of leadership. These standards include
nationalism, decisiveness, integrity, and decision-making ability. When Prabowo's image aligns with these
standards, the resulting perception is positive. Conversely, if there is a discrepancy, informants tend to be
skeptical.
In this context, it can be seen that the perception process is not linear, but rather dynamic and influenced by
various factors. Informants judge not only based on what they see but also on what they believe. This
demonstrates that effective personal branding must be able to bridge the gap between the image presented and
the values held by the audience.
Organizational experience also contributes to shaping informants' perspectives. Student activists with
experience in organizations tend to have a deeper understanding of the dynamics of leadership and politics.
This experience made them more critical in assessing political figures, including understanding the
communication strategies used. They not only looked at the end result, but also the process behind the image
formation.
Furthermore, independence of thought was a prominent characteristic of the informants. They were not directly
influenced by family or environmental opinions, but instead relied more on personal analysis. This indicates
that student activists have a high degree of autonomy in forming their perceptions. However, this does not
mean they are completely free from external influences.
CONCLUSION
Based on research findings obtained through interviews with four informants who are student activists, it can
be concluded that perceptions of Prabowo Subianto's personal branding as a presidential candidate for the
Republic of Indonesia in 2024 tend to be positive. This perception did not emerge instantly, but rather resulted
from a complex interpretation process involving each informant's background, experiences, values, and
political understanding. In this context, personal branding built through Instagram has become an effective
medium for shaping political imagery in the digital age.
The informants agreed that Prabowo Subianto has strong potential in the upcoming political contest. This is
based on his track record as Minister of Defense, which is considered to have demonstrated tangible
performance and consistency in carrying out state duties. Furthermore, Prabowo's background as a former
military general was a significant factor influencing the informants' perceptions. This background conveys the
impression of decisiveness, discipline, and strong leadership, considered ideal characteristics for a national
leader.
From the informants' perspective, Prabowo's military experience is not merely seen as a part of the past but
also as a foundation that shapes his current leadership character. Informants assessed that this experience
provided strong symbolic legitimacy, particularly in the context of leadership that requires decisive decision-
making. This demonstrates that the symbols attached to a political figure have a significant influence in
shaping public perception.
Furthermore, the research results show that informants interpret Prabowo's personal branding as representing a
firm, wise, nationalistic, and friendly leader. This image is formed through content uploaded to the Instagram
account @prabowo, which showcases various activities, both in his capacity as a state official and as an
individual interacting with the public. The visualization of these activities provides informants with a concrete
picture of how Prabowo carries out his role as a leader.
From a visual communication perspective, content presented on Instagram has the power to convey messages
quickly and effectively. Informants assessed that posts showcasing Prabowo's activities in the military and
social spheres are able to strengthen the leadership image he seeks to build. This demonstrates that visual
elements play a strategic role in shaping perceptions, especially among the younger generation, who tend to be
more responsive to visual content than text.
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Further analysis showed that although the four informants had different organizational backgrounds and
experiences, they shared similarities in how they interpreted Prabowo's personal branding. This similarity
indicates that the messages conveyed through Instagram possess a high degree of consistency, thus creating a
relatively uniform perception. Consistency in messaging is a key factor in successful personal branding, as it
can strengthen the desired image in the minds of the audience.
However, the informants' perspectives were not entirely homogeneous. Differences in backgrounds still
influenced the interpretation process. Some informants demonstrated a more critical attitude, questioning the
extent to which the displayed image reflected reality. They recognized that social media can be a tool for
constructing a selective image, highlighting only certain aspects. This demonstrates a relatively high level of
media literacy among the informants.
Psychologically, the informants' perceptions were influenced by the values they considered important in
leadership. Values such as nationalism, decisiveness, courage, and integrity are key indicators in assessing a
potential leader. When Prabowo's projected image aligns with these values, the resulting perception tends to be
positive. Conversely, if there is a discrepancy, the informant will exhibit skepticism.
It is interesting to note that the informants in this study demonstrated a fairly high level of independence in
forming their perceptions. They were not directly influenced by the opinions of their family or community, but
rather relied on personal analysis based on the information they obtained. This reflects the character of student
activists who tend to be critical and possess strong analytical thinking skills.
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