STRATEGI KOMUNIKASI POLITIK RIDWAN KAMIL DALAM MEMBENTUK PERSONAL BRANDING MELALUI MEDIA SOSIAL INSTAGRAM UNTUK MENGHADAPI TAHUN POLITIK PILKADA 2024 = RIDWAN KAMIL'S POLITICAL COMMUNICATION STRATEGY IN CRAFTING PERSONAL BRANDING ON INSTAGRAM AHEAD OF THE 2024 REGIONAL ELECTION

Ridwan Kamil's Political Communication Strategy in Crafting Personal Branding on Instagram Ahead of The 2024 Regional Election. (Supervised by H. M. Iqbal Sultan and Alem Febri Sonni) This research aims to (1) identify Ridwan Kamil's political communication strategy in crafting his personal branding on social media, Instagram, (2) identify Ridwan Kamil's Instagram content strategies to convert his followers into active supporters in his political marketing campaign ahead of the 2024 the regional election.
This study employs qualitative research using a single case instrument. Data were collected using a purposive sampling technique through content analysis of Ridwan Kamil's Instagram and further explored through a semi-structured interview with the informants. The findings show that (1) Ridwan Kamil actively cultivates Instagram to establish a positive image for the public. His political communication strategies integrate Peter Montoya's eight personal branding concepts, including specializations, leadership, personality, distinction, visibility, unity, persistence, and goodwill. (2) Content analysis also demonstrates that Ridwan Kamil successfully managed to convert his followers from the awareness stage, interest, and consideration to conversion in the framework of the Political Campaign Marketing Funnel, which contributes to public support and participation in his political ideas. The implemented communication strategies established significant social and digital assets, strengthening Ridwan Kamil's position as a recognized and considered political figure.

Keywords : Ridwan Kamil, Personal Branding, Political Marketing, Social Media, Instagram, Regional Election.