<![CDATA[This research aims to analyze the performance of the Strategic Communication Agency (Bakomstra) Division of the DPD Democrat Party of East Java in optimizing social media as an instrument for political branding and strengthening party electability. In the era of digital transformation, the role of strategic communication units has become vital in managing public perception in cyberspace. This study employs a qualitative approach with a descriptive method based on Sugiyono's (2019) perspective. Data were collected through digital observation of the party's official Instagram, TikTok, and Facebook platforms, in-depth interviews with Bakomstra East Java officials, and documentation studies. The results indicate that Bakomstra East Java has successfully transformed from a traditional documentation unit into a strategic "Information Command Center." The main strategies implemented include integrated content management, localization of national issues into the sociological context of East Java, and personalization of political figures to build emotional connections with constituents. The findings suggest a positive correlation between digital narrative consistency and interaction responsiveness with the strengthening of the party's positive image, which indirectly contributes to the potential increase in electability in the East Java region, particularly among young voters.]]>
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