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Heri Budianto
Universitas Mercu Buana
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STRATEGI KOMUNIKASI PEMASARAN POLITIK AIRLANGGA HARTARTO DALAM MEMBANGUN POLITICAL BRANDING MENJADI CAPRES 2024 Rahmat Sahid; Heri Budianto
ORASI: Jurnal Dakwah dan Komunikasi Vol. 13 No. 2 (2022): Desember 2022
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/orasi.v13i2.11227

Abstract

Semua kontestan politik di Indonesia baik perseorangan ataupun partai politik mempunyai strategi komunikasi pemasaran politik, baik dilakukan oleh konsultan politik profesional maupun seorang kader yang mampu melakukan komunikasi politik dan memiliki jejaring kuat dengan media. Istilah dari profesi ini kini populer digunakan demi tercapainya target suara yang diharapkan. Di satu sisi, strategi komunikasi pemasaran politik juga bertujuan menciptakan Political Branding terhadap seorang kandidat. Political Branding sendiri menjadi salah satu instrumen penting dalam sebuah kontestasi Pemilihan Umum (Pemilu) agar kandidat tersebut memiliki ciri khas tersendiri dibandingkan dengan kandidat lain sehingga dapat mudah dikenal oleh khalayak umum. Penelitian ini bertujuan untuk melihat bagaimana Political Branding kandidat calon presiden (capres). Subjek utama pada penelitian ini adalah salah satu Bakal Calon Presiden Republik Indonesia Periode 2024-2029, Airlangga Hartarto. Sementara, informan tambahan dalam penelitian ini adalah tim pemenangan, elite Partai Golkar, dan pakar survei sekaligus komunikasi politik. Dalam penelitian ini, penulis menggunakan pendekatan kualitatif, dengan paradigma konstruktivis, yaitu berusaha memahami realita pengalaman yang dengan paradigma konstruktivis ini penulis menggunakannya untuk mengeksplorasi strategi komunikasi pemasaran Airlangga Hartarto dalam membangun Political Branding menjadi capres pada pemilu 2024 mendatang. Hasil penelitian ini menunjukan bahwa Airlangga Hartarto menggunakan 3 strategi komunikasi pemasaran politik, yaitu dengan segmentasi pemilih tradisional, menjadikan tokoh agama dan tokoh masyarakat sebagai target dalam komunikasi dengan pemilih, serta terus melakukan konsolidasi internal guna memperkuat positioning. Hasil penelitian juga menunjukan bahwa political branding Airlangga Hartarto adalah seorang teknokrat yang sukses memimpin Kemenko Perekonomian dan pribadi religius keturunan Ki Ageng Gribig.
An Analysis of Romanian President Klaus Werner Iohannis's Political Communication Attributions to Gain Populist Support (a Case Study of Romania's Membership in the European Union) Bambang Prihartadi; T Titi Widaningsih; Heri Budianto; Prasetya Yoga Santoso; Dewi Widowati
Journal of Social Science Vol. 6 No. 6 (2025): Journal of Social Science
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jss.v6i6.1060

Abstract

Romanian President Klaus Werner Iohannis (KWI) was president for the first term from 2014 to 2019 and for the second term from 2019 to 2025. During his time in office, some populist groups in Romania said that joining the European Union (EU) brought economic problems, foreign culture, unhappiness with government, feeling like they lost rights, being unhappy with the EU, and worrying about losing control over their country. This kind of populism happened not only in Romania but also in other EU countries. The goal of this research is to understand what populism means, how people think about it, and how President KWI tried to get support from these populist groups while Romania was part of the EU. This study uses a mix of Heider's attribution theory and Dan Nimmo's political communication ideas. The study guesses that even though some groups were against the EU or Euroscepticism, by using political communication strategies, President KWI could deal with these issues and keep Romania in the EU. The results showed that populist groups kept pushing for anti-EU, anti-elites, anti-establishment, and anti-pluralism ideas to win public support. The public had mixed feelings about these campaigns. By the end of KWI's time in office, more people started to support populists because they lost trust in the government, which wasn't strong enough in fighting corruption. Still, by using political communication strategies, Romania stayed in the EU and joined the Schengen Area on January 1, 2025. Also, President KWI was able to serve two terms.
Bogor City Government’s Communication Crisis in Handling Covid-19 Tri Isniarti Putri; Djuara Pangihutan Lubis; Heri Budianto
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 7 No. 1 (2022): June 2022 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v7i1.620

Abstract

The massive transmission of Covid-19 has spread in various regions, causing negative trends in various aspects of life. Bogor, West Java, which recorded 1,484 cases  is one of the areas that has  high Covid-19 transmission rate.  In addition, the Bogor City Government as a stakeholder has a large responsibility for overcoming a crisis in the midst of  uncertain situation. This study aims to analyze the development of the Covid-19 crisis communication message in the Bogor city government. This research method uses a qualitative descriptive approach. The data collection is conducted  through interviews, observation and documentation through photos and videos of the COVID-19 Task Force, government regulations and other sources. Based on the crisis emergency risk communication (CERC) model used by the researcher, the results show that the crisis communication process carried out by the Bogor City Government affects five phases, including: Pre-crisis, initial occurrence, maintenance, resolution, and evaluation, each of which has its own application and different handling such as in the pre-crisis phase, the Bogor  City Government presented a crisis message and formed a crisis team as part of preparation to deal with a crisis, the period of initial events, information in terms of meeting the public’s  needs for accurate, timely, credible, and consistent information. Then the stage of maintaining the form of communication is more tangible in the form of action, while the stage of creating new efforts to deal with new risks and the final evaluation, assessing the programs that have been run to get new innovations.
Pengaruh Konten Media Sosial Instagram terhadap Brand awareness dan Brand image Muslimahdaily.com (Studi pada Followers Akun Resmi Media Sosial Instagram @muslimahdailycom) Dwi Naningsih; Heri Budianto
Jurnal Ilmu Multidisiplin Vol. 4 No. 6 (2026): Jurnal Ilmu Multidisplin (Februari - Maret 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v4i6.1621

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh konten media sosial Instagram terhadap brand awareness dan brand image Muslimahdaily.com, serta menguji peran brand awareness sebagai variabel mediasi dalam hubungan tersebut. Latar belakang penelitian didasarkan pada pentingnya pengelolaan konten media sosial sebagai strategi komunikasi digital bagi media daring dalam membangun kesadaran dan citra merek di tengah persaingan informasi yang semakin kompetitif. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan eksplanatif dan survei. Data primer diperoleh melalui penyebaran kuesioner kepada 118 followers akun Instagram resmi @muslimahdailycom. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa konten media sosial Instagram berpengaruh positif dan signifikan terhadap brand awareness dan brand image Muslimahdaily.com. Selain itu, brand awareness juga terbukti berpengaruh positif dan signifikan terhadap brand image. Pengujian pengaruh tidak langsung menunjukkan bahwa brand awareness berperan sebagai mediator parsial dalam hubungan antara konten media sosial Instagram dan brand image. Meskipun seluruh hubungan antarvariabel terbukti signifikan, kekuatan pengaruhnya berada pada kategori lemah hingga sedang berdasarkan nilai effect size (F²). Temuan ini menegaskan bahwa penyajian konten media sosial Instagram yang konsisten, relevan, dan menarik memiliki peran penting dalam membangun kesadaran serta citra merek media daring berbasis komunitas Muslimah.
The Role of Political Communication by President Klaus Werner Iohannis in Confronting Populist Groups (Euroskepticism) Bambang Prihartadi; T Titi Widaningsih; Heri Budianto; Andi Faisal Bakti; Prasetya Yoga Santoso
International Journal of Social Service and Research Vol. 6 No. 8 (2026): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v6i8.1466

Abstract

Romania’s integration into the European Union has faced growing challenges from populist and Eurosceptic groups that frame EU membership as a threat to sovereignty, economic security, and national identity. This study examined President Klaus Werner Iohannis’s political communication in defending Romania’s EU membership and formulated an integrative attribution-based communication model. Using a constructivist paradigm, the research applied a qualitative case-study method and a transdisciplinary approach combining political communication, political science, international relations, and media studies. Data were analyzed using Kelley’s covariation attribution theory, van Dijk’s discourse structure analysis, concepts of populism, and EU values. The findings showed that Iohannis consistently constructed a pro-EU and Euro-Atlantic narrative by emphasizing democracy, human rights, security, prosperity, and institutional cooperation. An analysis of 45 Twitter posts from July 2021 to January 2022 indicated that 40% focused on EU cooperation, 42% addressed bilateral, regional, and multilateral relations aligned with EU policies, 13% focused on the United States, and 4% concerned NATO. His communication reflected low consensus, high consistency, and low distinctiveness, indicating strong internal attribution. The study concluded that Strategic Political Communication Attribution could help explain how political leaders counter populist narratives while sustaining international integration agendas and reinforcing public support for Romania’s long-term European political orientation and stability.
Co-Authors Afdal Makkuraga Putra Amiruddin Saleh Andi Faisal Bakti Bambang Prihartadi Bambang Prihartadi Dewi Widowati Didik Haryadi Santoso Djuara P Lubis Dwi Naningsih Ema Ema Mutiono Mutiono Novi Erlita Prasetya Yoga Santoso Prasetya Yoga Santoso Raden Bagus Yuniadji Rahmat Sahid Ridwan Rachmadi Riza Darma Putra Sahid, Rahmat Soedomo, Sudarsono T Titi Widaningsih T Titi Widaningsih Tri Isniarti Putri