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      "title": "ANALISIS ISI KUANTITATIF \r\nPERSONAL BRANDING SINGGIH RAHARJO DALAM INSTAGRAM\r\n@zinggihhr PERIODE KAMPANYE PEMILU WALI KOTA\r\nYOGYAKARTA 2024",
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      "abstract": "Penelitian ini bertujuan untuk mengetahui bagaimana komposisi personal branding\r\nSinggih Raharjo dalam kampanye Pemilihan Wali Kota Yogyakarta tahun 2024\r\nyang tercermin melalui pesan-pesan komunikasi pada akun Instagram @zinggihhr\r\nberdasarkan teori The Eight Laws of Personal Branding yang dikemukakan oleh\r\nPeter Montoya. Penelitian ini menggunakan metode analisis isi kuantitatif dengan\r\npendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh konten video\r\n(reels) pada akun Instagram @zinggihhr selama masa kampanye Pemilihan Wali\r\nKota Yogyakarta tahun 2024. Teknik sampling yang digunakan adalah total\r\nsampling dengan jumlah sampel sebanyak 31 postingan. Teknik pengumpulan data\r\ndilakukan menggunakan coding sheet berdasarkan indikator The Eight Laws of\r\nPersonal Branding yang meliputi spesialisasi, kepemimpinan, kepribadian,\r\nkeunikan, kenampakan, kesatuan, keteguhan, dan niat baik. Hasil penelitian\r\nmenunjukkan bahwa dimensi kepribadian (personality) memiliki nilai rerata \r\ntertinggi yaitu 30. Hal ini menunjukkan bahwa sebagian besar konten secara\r\nkonsisten menampilkan karakter personal kandidat seperti ramah, humoris, dan\r\nsantun, sehingga strategi personal branding lebih menekankan pendekatan\r\nemosional dan kedekatan dengan audiens. Sementara itu, dimensi kepemimpinan\r\n(leadership) memiliki nilai rerata terendah yaitu 10, yang menunjukkan bahwa\r\naspek kepemimpinan, khususnya tindakan nyata, solusi konkret, dan keterlibatan\r\naktif masih kurang ditampilkan dalam konten Instagram. Secara keseluruhan,\r\npersonal branding Singgih Raharjo lebih didominasi oleh dimensi yang bersifat\r\npersonal dan emosional dibandingkan dimensi yang bersifat fungsional seperti\r\nkepemimpinan dan niat baik. Dengan demikian, Instagram digunakan tidak hanya\r\nsebagai media kampanye politik, tetapi juga sebagai sarana membangun citra\r\nkandidat yang humoris, santun, komunikatif, dan dekat dengan masyarakat selama\r\nmasa kampanye Pemilihan Wali Kota Yogyakarta tahun 2024.",
      "date": "2026-06-08",
      "type": "thesis",
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