Abstract:
This study aims to identify and examine how each dimension of The Eight Laws of
Personal Branding is reflected in Prabowo Subianto's personal branding content on
the Instagram account @prabowo. This research is motivated by the question of
how Prabowo Subianto and his campaign team utilize the Instagram account
@prabowo to build personal branding as a presidential candidate in the 2024
election, especially with a relatively small number of posts compared to the other
two presidential candidates. The research method used is content analysis with a
descriptive quantitative approach and a positivist paradigm. The main theory used
is Personal Branding with eight dimensions according to Peter Montoya (2002).
The research data consists of 215 posts, counted from October 25, 2023, when
Prabowo Subianto officially registered as a presidential candidate in the 2024
election at the General Election Commission (KPU), until February 10, 2024, which
is the last day of the election campaign, according to the General Election
Commission Regulation (PKPU) Number 15 of 2023. The research results indicate
that Prabowo Subianto has effectively applied Montoya's (2002) Personal Branding
theory, with the most significant emphasis on The Law of Personality, as evidenced
by 59 posts or 27.44%. This is reflected in his portrayal as a simple, approachable,
and relatable figure to the public, demonstrated through Montoya's characteristics
of being relatable, fallible, positive, and authentic. On the other hand, The Law of
Goodwill has the lowest percentage with 9 posts or 4.19%. This study concludes
that Prabowo has successfully used personal branding proposed by Montoya, to
create a recognizable and memorable image for the public, especially in the run-up
to the 2024 Presidential Election. It is recommended that Prabowo enhance The
Law of Goodwill to bridge the extreme gap and foster a more balanced and
comprehensive personal branding strategy.
