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.