RANTAHATI, DELLA NOESTU LUTFI (2025) BRANDING POLITIK PASLON PILBUP KABUPATEN SEMARANG NGESTI NUGRAHA-NUR ARIFAH MELALUI BAHAN KAMPANYE, APK, DAN INSTAGRAM @NGESTI.NUGRAHA PADA MASA KAMPANYE PILKADA 2024. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.

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Abstract

The candidate pair (paslon) Ngesti Nugraha-Nur Arifah is running for regent and deputy regent of Semarang Regency in the 2024 regional elections. During the campaign period, these candidate pairs need to introduce themselves and disseminate their vision, mission and programs to the community. This research analyzes the political branding strategy of the Ngesti-Arifah candidate pair during the 2024 Regional Head Election (Pilkada) campaign via the social media Instagram. This research uses a qualitative method with a descriptive approach. Data was collected through semi-structured interviews, participatory and frank observation, documentation of campaign materials, campaign props (APK), and Instagram posts, as well as data triangulation. Data analysis was carried out in three stages: data reduction, data presentation, and drawing conclusions. The research results show that the Ngesti-Arifah candidate pair's political branding strategy uses five main concepts, namely logo, brand name, candidate pair visuals, mascot, and slogan/tagline and acronym. This candidate pair uses the branding "Mutiara," which is an abbreviation of "Winning for Ngesti-Arifah." Apart from that, the main slogan/tagline used is "Continue," which symbolizes the commitment to continue the vision and work program of Ngesti Nugraha from the previous period. From a visual perspective, the Ngesti-Arifah candidate pair displayed a photo of themselves wearing black and green jackets, which represented the identity of the candidate pair and their supporting party. Meanwhile, the mascot shown by Ngesti Nugraha is the image of a leader who likes to shake hands with the people. This describes a leader who is simple and close to the community. All campaign activities were uploaded via Ngesti Nugraha's personal Instagram account, @ngesti.nugraha. The Instagram features used are, profile and bio, uploading photos and videos, captions, comments, likes, hashtags and stories. The majority of uploads are videos documenting candidate candidate campaign activities during the campaign period. The conclusion of this research is that the Ngesti-Arifah candidate pair does not use political branding elements of thematic songs and jingles.

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