Rizkivano, Ferry (2026) ANALISIS POLITICAL BRANDING LUCKY HAKIM TERHADAP AKUN INSTAGRAM @luckyhakimofficial DALAM KAMPANYE PILKADA INDONESIA 2024. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze Lucky Hakim's political branding through the Instagram account @luckyhakimofficial in the context of the 2024 Indramayu Regional Head Election (Pilkada) campaign. Using a descriptive qualitative approach with content analysis methods, this research examines 27 uploaded contents (25 Reels and 2 photos) from September 14 to December 25, 2024. The theoretical framework employed is Catherine Needham's political branding concept, which consists of four elements: Brand as Policy, Brand as Values, Brand as Communication, and Brand as Image. The results indicate that Lucky Hakim constructed a political image as a transformative and inclusive figure. In the policy element, he offered concrete programs such as "one village, one graduate" scholarships and MSME empowerment. The values element was emphasized through transparency in village fund management and personal integrity. Regarding communication, Lucky utilized an interactive approach through Instagram features to engage younger voters. Meanwhile, the image element was strengthened by showcasing his humanist side as an exotic animal lover and his direct proximity to the community. This digital communication proved effective in shaping positive public perception and providing an electoral advantage in the 2024 Pilkada.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JA Political science (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ferry Ferry Rizkivano | ||||||||
| Date Deposited: | 26 May 2026 08:18 | ||||||||
| Last Modified: | 26 May 2026 08:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52747 |
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