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All Journal Devotion: Journal of Research and Community Service ASPIRATION Journal
Setiadi, Muh. Darmawan
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Languange, Linguistic, Communication & Media Social Sciences

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Amirudin Tamoreka’s Strategy In Innovating Personal Branding To Maintain His Image as Incumbent Regent In The 2024 Banggai Regional Election Setiadi, Muh. Darmawan
Devotion : Journal of Research and Community Service Vol. 6 No. 6 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i6.25494

Abstract

This research aims to analyze Amirudin Tamoreka's personal branding strategy in maintaining his image as an incumbent in the 2024 Banggai Regional Election. As a candidate who is running for re-election, Amirudin adopts a polite, communicative, and innovative political approach by prioritizing ethical values and real work. This study uses a qualitative method with a case study approach, with the main informants consisting of the figure of Amirudin Tamoreka, the winning team, and the chairman of the supporting party. The findings of the study show that Amirudin has succeeded in building a strong personal branding based on the eight principles from The Laws of Personal Branding theory by Peter Montoya, namely specialization, leadership, personality, difference, consistency, unity, constancy, and goodwill. The branding strategy carried out through social media, a humanist approach, and real proof of work during the first period, made his image remain positive in the eyes of the public. His success was evidenced by his victory in the 2024 Regional Elections despite facing challenges in the form of negative issues from political opponents. This research shows that planned and authentic personal branding is able to influence public perception and increase the electability of incumbents in local political contests.
POLITICAL COMMUNICATION OF THE INCUMBENT REGENT OF BANGGAI TO INCREASE ELECTABILITY IN THE 2024 BANGGAI REGIONAL ELECTION CONTESTATION Setiadi, Muh. Darmawan; Sadono, Teguh Priyo; Tachopisalwong, Attanan
ASPIRATION Journal Vol. 5 No. 2 (2024): November Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v5i2.113

Abstract

This study examines the political communication implemented by the incumbent Regent of Banggai in an effort to increase electability in the 2024 Banggai Regional Election. Amidst increasing voter rationality and the complexity of local political dynamics, political communication has become a crucial instrument for building image, expanding support, and strengthening leadership legitimacy. This study uses a qualitative approach with a case study design and applies Harold D. Lasswell's communication model of Who says what in which channel to whom with what effect? to analyze the communication carried out. The main informants in this study consisted of eight figures, including the incumbent, his winning team, and coalition party leaders. The results show that the incumbent acts as the main communicator with a political narrative that emphasizes development success, increased regional budget (APBD), religious character, and social closeness. The communication channels used include formal channels (mass media, billboards, and government forums), informal channels (field visits, face-to-face), and digital channels (Instagram, TikTok, and Facebook), which are tailored to voter segmentation, such as religious voters, millennials, rational voters, and swing voters. The communication effects showed a significant increase in electability, public engagement, and the formation of a positive image of the incumbent as a religious, responsive, and visionary leader. By integrating a media convergence approach, values-based messaging, and structured audience segmentation, the incumbent's political communication strategy proved effective in maintaining and expanding public support. This research contributes to the development of political communication studies, particularly in the local context and regional head elections.
Co-Authors Sadono, Teguh Priyo Tachopisalwong, Attanan