Analisis Pembentukan Personal Branding Anwar Hafid Melalui Facebook Menghadapi Pilgub Sulawesi Tengah 2024

Rachmat Caisaria; Yunita Sari; Mediana Handayani

doi:10.32509/pustakom.v6i2.3318

Analisis Pembentukan Personal Branding Anwar Hafid Melalui Facebook Menghadapi Pilgub Sulawesi Tengah 2024

Rachmat Caisaria, Yunita Sari, Mediana Handayani

Abstract

This research aims to analyze the strategy and concept of forming Anwar Hafid's personal branding for the 2024 Central Sulawesi gubernatorial election. This research uses a qualitative approach with qualitative content analysis (QCA) techniques as a tool for collecting any data in the form of posts on Anwar Hafid's Facebook page, both photos and videos, which is then linked to personal branding theories. Data collection uses two techniques, namely observation and documentation, and four stages of analysis, namely data collection, data reduction, presentation, and verification/conclusion. The results of this research show that the strategy used by Anwar Hafid in his posts includes background music of contemporary music genres or his unique personal voice, consistent posts every month, and conveying political messages that are in line with his work as a member of the DPR-RI. The three personal branding concepts that are dominant in the post are differentiation, unity, and personality. Each post via a Facebook account shows answers to the three main problems that must be faced in facing the 2024 gubernatorial election, namely having a religious personality, increasing the number of votes in the Provincial DPRD, and campaigning for open politics to eliminate tribal identity politics.

Keywords

Personal Branding; Facebook; Anwar Hafid

Full Text:

PDF

References

Abdu, S. D., Mohamad, B., & Muda, S. (2017). Youth Online Political Participation : The Role of Facebook Use , Interactivity , Quality Information and Political Interest. SHS, 33(8), 1–10.

Afdhal, R. (2023). Anwar Hafid Siap Maju Menjadi Cagub Sulteng 2024, Belum Tentukan Pendampingnya. TribunPalu.Com. https://palu.tribunnews.com/2023/03/19/anwar-hafid-siap-maju-menjadi-cagub-sulteng-2024-belum-tentukan-pendampingnya

Akram, W., & Kumar, R. (2017). A Study on Positive and Negative Effects of Social Media on Society. International Journal of Computer Sciences and Engineering, 5(10), 347–354. https://doi.org/10.26438/ijcse/v5i10.351354

Arikunto, S. (2016). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta.

Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2023). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. Databoks.Katadata.Ac.Id. https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023

BPS Provinsi Sulawesi Tengah. (2023). Provinsi Sulawesi Tengah Dalam Angka. BPS Sulawesi Tengah.

Halik, A. (2013). Komunikasi massa. Alauddin University Press.

Jacobson, J. (2020). You are a brand : social media managers ’ personal branding and “ the future audience .” Journal of Product & Brand Management, 6(May), 715–727. https://doi.org/10.1108/JPBM-03-2019-2299

Junaidi, & Fuhaidah, U. (2022). Relasi Kuasa Keagamaan sebagai Strategi Pemenangan Pasangan Bobby-Aulia Pilkada Kota Medan. Fikrah, 10(1), 145–162. https://doi.org/10.21043/fikrah.v8i1.14829

Maarif, A. S. (2014). Politik Identitas dan Masa Depan Pluralisme Kita. Democracy Project.

Mariani, O., Mawadha, R., Irfan, & Alfasikar. (2023). Anwar Hafid: Merintis Jalan Bintang Dunia. Wahana Visual Indonesia (WVI).

McQuail, D. (2012). Teori Komunikasi Massa. Salemba Humanika.

Nasrudin, J. (2022). Politik Identitas dan Representasi Politik (Studi Kasus pada Pilkada DKI Periode 2018-2022). Jurnal Hanifiya, 1(1), 34–47.

Rizaty, M. A. (2022). Pengguna Facebook di Indonesia Capai 202,2 Juta pada Juli 2022. Dataindonesia.Id. https://dataindonesia.id/digital/detail/pengguna-facebook-di-indonesia-capai-2022-juta-pada-juli-2022.

Shava, G. N., Hleza, S., Tlou, F. N., & Shonhiwa, S. (2021). Qualitative Content Analysis, Utility, Usability and Processes in Educational Research. International Journal of Research and Innovation in Social Science (IJRISS), 5(8), 553–558.

Smith, B., Moser, C., Claiborne, J., & Grant, A. (2016). Understanding Media and Culture: An Introduction to Mass Communication. University of Minnesota Libraries Publishing.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. CV Alfabeta,.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Trisnanto, R. W., & Sukasah, T. (2020). Personal Branding Politik Thoriqul Haq Melalui Facebook. Communication, 11(1), 69–80.

Vokal, T. (2023). Polling Cagub 2024 versi Vokal; NSL Ungguli Cudi dan AH. Kailipost.Com. https://kailipost.com/2023/03/polling-cagub-2024-versi-vokal-nsl-ungguli-cudi-dan-ah.html

Yunitasari, C., & Siwalankerto, J. (2018). Analisa Faktor-Faktor Pembentuk Personal Branding dari C . Y . N. Manajemen Pemasaran Petra, 1(1), 1–8.

DOI: https://doi.org/10.32509/pustakom.v6i2.3318