Naufal Abiyyu Muflih Primary Author mixed material bibliography Universitas Sumatera Selatan Fakultas Ilmu Komunikasi USS 2026 id Indonesia

Skripsi

xvii, 122 hlm. ; 30 cm ABSTRACT This study aims to analyze the strategy employed by the South Sumatra Golkar Party Regional Leadership Council (DPD) to shape its political branding through Instagram. A qualitative research design utilizing a case study approach was adopted. The study population consisted of South Sumatra Golkar Party DPD officials, while the sample was selected purposively, comprising two officials active in social media management and two Instagram users. Data collection involved indepth interviews and content analysis of the official South Sumatra Golkar Party DPD Instagram posts. The collected data were analyzed using thematic analysis to identify emerging patterns within the implemented political branding strategy. The results indicate that the South Sumatra Golkar Party DPD has implemented several strategies to shape its political branding on Instagram, including the use of engaging visual content, active interaction with followers, and the delivery of clear, consistent political messages. Furthermore, the study found that the implemented strategies positively influenced the party's popularity and public image. The study concludes that Instagram serves as an effective tool for the South Sumatra Golkar Party DPD in shaping political branding, particularly in reaching the younger generation. These findings imply that political parties need to optimally utilize social media to enhance engagement and strengthen their public image. Keywords: Political branding, social media, Golkar Party, Instagram, communication strategy. Naufal Abiyyu Muflih Komunikasi 302.2 Perpustakaan UNIVERSITAS SUMATERA SELATAN Open Source Library Management System 302.2 NAU s P0004048 My Library 302.2 NAU s 9184 2026-09-10 15:47:07 2026-09-10 15:47:40 machine generated