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All Journal Journal of Management, Education and Communication
Krisnadiyanti, Safira Puspa
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Education Social Sciences

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Journal : Journal of Management, Education and Communication

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Pendekatan Kepemimpinan dan Kepribadian dalam Personal Branding Prabowo Subianto di TikTok @partaigerindra Krisnadiyanti, Safira Puspa; Achmad, Zainal Abidin
Journal of Management, Education and Communication Vol. 2 No. 2 (2024): July
Publisher : Dimar Jaya Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64685/jmec.v2i2.13

Abstract

This study aims to comprehend the personal branding of Prabowo Subianto as a prospective presidential candidate for the 2024 election through the TikTok account @partaigerindra. The research employs a descriptive qualitative methodology. The findings indicate that the personal branding strategy utilized by Prabowo Subianto on the official TikTok account @partaigerindra, based on the eight personal branding concepts by Montoya and Vandehey, predominantly aligns with the concepts of leadership and personality. In terms of leadership, the TikTok account @partaigerindra effectively showcases Prabowo Subianto's ability to manage his authority to address public concerns. Prabowo demonstrates pro-people leadership in his roles as Minister of Defense and presidential candidate. Regarding personality, the TikTok account @partaigerindra portrays Prabowo Subianto as a leader capable of engaging with both the public and journalists through its posts, supported by approachable and friendly captions.
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