Building Personal Branding to Influencing Voter’s Perception (A Case Study of Prabowo Subianto on Instagram @ Prabowo as Candidate President Republic of Indonesia 2024)

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.

Perception, Personal Branding, Instagram, Presidential Candidate

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