<mets:mets OBJID="eprint_32864" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-09-28T20:52:02Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32864_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>ANALISIS ISI KUANTITATIF&#13;
PERSONAL BRANDING HASTO WARDOYO DALAM INSTAGRAM&#13;
@dokterhasto (PERIODE KAMPANYE PEMILU WALIKOTA&#13;
YOGYAKARTA 2025)</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Cornelia Suci</mods:namePart><mods:namePart type="family">Marganingrum</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini bertujuan untuk mengetahui personal branding Hasto Wardoyo yang&#13;
ditampilkan melalui konten kampanye Instagram selama masa kampanye&#13;
Pemilihan Wali Kota Yogyakarta tahun 2025. Media sosial Instagram dimanfaatkan&#13;
sebagai sarana komunikasi politik untuk membangun citra diri kandidat dan&#13;
menjangkau masyarakat secara luas. Penelitian ini menggunakan pendekatan&#13;
kuantitatif dengan metode analisis isi terhadap konten Instagram Hasto Wardoyo&#13;
yang diunggah pada periode September 2024 hingga sebelum masa tenang&#13;
pemilihan.  Teori yang digunakan dalam penelitian ini adalah The Eight Laws of&#13;
Personal branding yang dikemukakan oleh Montoya, yang meliputi unsur&#13;
spesialisasi, kepemimpinan, kepribadian, keunikan, visibilitas, kesatuan,&#13;
keteguhan, dan nama baik. Unit analisis dalam penelitian ini adalah unggahan&#13;
Instagram berupa video kampanye. Teknik pengumpulan data dilakukan melalui&#13;
lembar koding (coding sheet) dengan sistem penilaian 0 dan 1 untuk &#13;
mengidentifikasi kemunculan setiap unsur personal branding. Hasil penelitian ini&#13;
diharapkan dapat memberikan gambaran mengenai unsur personal branding yang&#13;
paling dominan ditampilkan oleh Hasto Wardoyo dalam konten kampanye&#13;
Instagram. Penelitian ini juga diharapkan dapat menjadi referensi akademik dalam&#13;
kajian komunikasi politik, khususnya terkait penggunaan media sosial dalam&#13;
membangun personal branding kandidat kepala daerah.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-06-02</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32864"><mets:rightsMD ID="rights_eprint_32864_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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