HERIAWAN, HERIAWAN (2020) PERSONAL & POLITICAL BRANDING NURDIN ABDULLAH PADA PEMILIHAN GUBERNUR SULAWESI SELATAN 2018. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Nurdin Abdulah salah seorang kepala daerah yang populer. Ia mengawali karir politiknya di pemerintah dengan terpilihnya sebagai Bupati Bantaeng untuk periode pertama pada 2008 dan Priode kedua pada tahun 2013. Prestasi dua periode sebagai bupati, personal brand sebagai professor dan komitmen memajukan rakyat menjadi modal bagi Nurdin Abdullah untuk memenangi Pemilihan Gubernur Sulawesi Selatan. KPU Sulsel menetapkan pasangan Prof Nurdin Abdullah-Andi Sudirman Sulaiman sebagai gubernur dan wakil gubernur terpilih Sulsel periode 2018-2023.Pada penelitian kali ini peneliti menggunakan paradigma konstruktivisme dengan menggunakan metode kualitatif. Teori yang digunakan dalam penelitian ini yaitu teori komunikasi tentang identitas dengan konsep personal branding dan political branding. Adapun Political branding Nurdin Abdullah adalah karya nyata dua periode sebagai Bupati Bantaeng dengan tahapan sebagai berikut: tahap Brand Awareness, pemilih tahu tentang dia karena prestasinya sebagai Bupati Bantaeng; tahap Brand Knowledge, pemilih sudah tahu dan memahami bahwa Nurdin Abdullah seorang pemimpin yang memiliki komitmen; tahap Brand Preference, Nurdin Abdullah merupakan kandidat yang berbeda dengan kandidat lain dengan positioning pemimpin yang jujur dan memiliki komitmen untuk memajukan rakyat; tahap Brand Liking, pemilih menyukai kandidat dan akan memilihnya saat pilkada; dan Tahap Brand Loyalty, pemilih sudah setia kepada kandidat yang akan dipilihnya. Kata Kunci : Political Branding, Nurdin Abdullah, Pilgub Sulawesi Selatan Nurdin Abdulah is one of the popular regional heads. He began his political career in the government with his election as Bantaeng regent for the first period in 2008 and the second period in 2013. Two periods as a regent, personal brand as a professor and commitment to advance the people in all sectors is the strength for Nurdin Abdullah to win the Election as Governor of South Sulawesi. The General election commission of South Sulawesi establishes Prof. Nurdin Abdullah-Andi Sudirman Sulaiman as the elected governor and deputy governor of South Sulawesi for the period of 2018-2023. In this study the researcher used the constructivism paradigm with qualitative methods. The theory used in this research is communication theory about identity with the concepts of personal branding and political branding. Nurdin Abdullah’s Political branding is a real work of two periods as Bantaeng regent with the following stages: the Brand Awareness stage, voters know about him because of his achievements as Bantaeng regent; Brand Knowledge stage, voters already know and understand that Nurdin Abdullah is a committed leader; the Brand Preference stage, Nurdin Abdullah is a different candidate from other candidates with an honest leader positioning and committed to bring the people forward; the Brand Liking stage, voters like candidates and will vote for them during the elections; and Brand Loyalty Stage, voters are loyal to the candidates they will choose. Key words: Political Branding, Nurdin Abdullah, South Sulawesi general election
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-20-010 |
| Call Number: | T-52-PCOM-20-002 |
| NIM/NIDN Creators: | 55217120027 |
| Uncontrolled Keywords: | Political Branding, Nurdin Abdullah, South Sulawesi general election, Political Branding, Nurdin Abdullah, Pilgub Sulawesi Selatan,kompol komunikasi politik |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 23 Feb 2022 07:01 |
| Last Modified: | 27 Jun 2022 03:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56657 |
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