Personal Branding of Anggi Arando Siregar in the 2024 Legislative Election for the DKI Jakarta Regional House of Representatives (DPRD) Electoral District II

Authors

  • Dedi Purwanto Universitas Nasional
  • Nurhasanah Haspiaini Universitas Nasional

DOI:

https://doi.org/10.55324/josr.v5i11.3506

Keywords:

personal branding, political communication, symbolic interaction, social proximity, social media

Abstract

This study aimed to analyze Anggi Arando Siregar's personal branding through social media activities and face-to-face interactions in political communication during the 2024 Legislative Election for the DKI Jakarta Regional House of Representatives (DPRD) in Electoral District II. This study employed a descriptive qualitative method. The research involved eight informants, consisting of one key informant, three campaign team members, and four constituents selected through purposive sampling. Data were collected through in-depth interviews, observation, and documentation and analyzed using an interactive model involving data condensation, data display, and conclusion drawing and verification. The findings showed that Anggi Arando Siregar's personal branding was developed through eight characteristics: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. These characteristics were reflected in behavioral consistency, concern for education and health issues, a simple communication style, a down-to-earth appearance, active community engagement, and continuous public service. Instagram functioned as a platform for documenting activities, disseminating information, and maintaining communication with the public. Symbolic interactions through language, appearance, actions, and direct experiences contributed to the construction of positive perceptions of Anggi Arando Siregar as a caring, approachable, and service-oriented political figure. Social proximity developed through direct interactions and community assistance further strengthened political trust and support among constituents. This study concluded that Anggi Arando Siregar's personal branding was developed through the integration of digital communication and face-to-face interactions, as well as consistency between the image communicated to the public and his actual actions.

Downloads

Published

2026-10-09

Issue

Vol. 5 No. 11 (2026): Journal of Social Research

Section

Articles

License

Copyright (c) 2026 Dedi Purwanto, Nurhasanah Haspiaini

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.