<![CDATA[This study aimed to analyze Anggi Arando Siregar's personal branding through social media activities and face-to-face interactions in political communication during the 2024 Legislative Election for the DKI Jakarta Regional House of Representatives (DPRD) in Electoral District II. This study employed a descriptive qualitative method. The research involved eight informants, consisting of one key informant, three campaign team members, and four constituents selected through purposive sampling. Data were collected through in-depth interviews, observation, and documentation and analyzed using an interactive model involving data condensation, data display, and conclusion drawing and verification. The findings showed that Anggi Arando Siregar's personal branding was developed through eight characteristics: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. These characteristics were reflected in behavioral consistency, concern for education and health issues, a simple communication style, a down-to-earth appearance, active community engagement, and continuous public service. Instagram functioned as a platform for documenting activities, disseminating information, and maintaining communication with the public. Symbolic interactions through language, appearance, actions, and direct experiences contributed to the construction of positive perceptions of Anggi Arando Siregar as a caring, approachable, and service-oriented political figure. Social proximity developed through direct interactions and community assistance further strengthened political trust and support among constituents. This study concluded that Anggi Arando Siregar's personal branding was developed through the integration of digital communication and face-to-face interactions, as well as consistency between the image communicated to the public and his actual actions.]]>
