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All Journal Jurnal Media dan Komunikasi Indonesia
Hayati, Sagita Rahma
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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EFEKTIVITAS IMPRESION MANAGEMENT ANIES BASWEDAN SEBAGAI CAPRES 2024 TERHADAP SIKAP PEMILIH PEMULA Hayati, Sagita Rahma
Jurnal Media dan Komunikasi Indonesia Vol 6, No 1 (2025): MARET 2025
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jmki.93775

Abstract

Anies Baswedan is a political figure who plays a role, in this case political public relations is very important for carrying out impression management, especially ahead of the 2024 presidential election. The purpose In this study, was to find what kind the impression management strategies Anies Baswedan used through his Instagram account @aniesbaswedan during the 2024 presidential election campaign. This study is using a quantitative method with a positivism paradigm by distributing questionnaires to respondents who are followers of Anies Baswedan's Instagram account and also beginner voters aged 17-21 years. The subject and object in this research are Anies Baswedan as the object and followers as the subject. The population in this study are followers of Instagram account @aniesbaswedan. And the results of this study are show that the strategy most often likely to perform by Anies Baswedan is the ingratiation strategy, Anies wants to get the impression of being a 2024 Presidential candidate who wants to be liked by sympathetic actions.
Efektivitas Impression Management Anies Baswedan sebagai Capres 2024 terhadap Sikap Pemilih Pemula Hayati, Sagita Rahma; Fitriani, Dinda Rakhma
Jurnal Media dan Komunikasi Indonesia Vol 6, No 1 (2025): March
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jmki.93775

Abstract

This study aims to identify the Impression Management strategies employed by Anies Baswedan through his Instagram account, @aniesbaswedan, during the 2024 presidential campaign, focusing on first-time voters aged 17-21. Impression Management is the process by which an individual intentionally shapes the perception others have of them. Indonesian political figures, including the 2024 presidential candidate, Anies Baswedan, also engage in Impression Management. The research method used is quantitative with a positivism paradigm, involving the distribution of questionnaires to Anies Baswedan's Instagram followers. This study applies Jones & Pittman's (1982) Impression Management theory, encompassing, ingratiation, self-promotion exemplification, intimidation, and supplication, as well as attitude indicators consisting of cognitive, affective, and conative components. The results indicate that the most frequently used strategy by Anies Baswedan is ingratiation, aiming to create the impression of a likeable presidential candidate. The sub-indicators of this strategy are dominated by expressions of sympathy towards others, such as congratulations, condolences, and other sympathetic actions. 
Co-Authors Dinda Rakhma Fitriani