PRASASTI, DESTI (2025) PUBLIC RELATIONS POLITIK PRABOWO-GIBRAN DALAM MEMBANGUN PENCITRAAN PADA FIRST VOTERS (Studi Kasus Pada Mahasiswa First Voters Universitas Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the 2024 election, Prabowo-Gibran carried out an image strategy through the implementation of political public relations activities that attracted the attention of First Voters and made them the largest contributors of votes for Prabowo-Gibran with a percentage of 65.9% of the votes. This study aims to determine how Prabowo-Gibran's political public relations builds an image for First Voters, especially First Voters students at Mercu Buana Meruya University in the 2024 general election. McNair's theory of political public relations activities is used as a reference for political practitioners to plan campaign strategies through four stages: media management, reviewing image management, developing internal communication, and information management. The method used in this study is a case study with a qualitative approach and a constructivist paradigm. Research data were obtained through in-depth interviews, observations, and documentation related to political public relations. The results of the study show that Prabowo-Gibran's political public relations activities are effective in building a positive image for First Voters. At the media management stage, they focus on using TikTok to disseminate information and build a positive image. At the image management review stage, they implemented several strategies such as re-branding “Gemoy”, creating 11/100 content to gain sympathy, and expanding information about the Free Nutritious Meal program. At the stage of developing internal communication, the campaign team found that the best strategy to attract First Voters was through TikTok. Then, at the information management stage, there were 3 key messages that were well received by First Voters, namely “Gemoy”, the 11/100 assessment, and the Free Nutritious Meal program. From all the political public relations activities carried out, they succeeded in forming the image of Prabowo-Gibran as a sociable, firm, and innovative leader, so that they were able to motivate First Voters to support and vote for Prabowo-Gibran in the 2024 election. Keywords: Political Public Relations, Image Building, Prabowo-Gibran, First Voters Pada pemilu 2024, Prabowo-Gibran melakukan strategi pencitraan melalui penerapan aktivitas public relations politik yang menarik perhatian First Voters dan membuat mereka menjadi penyumbang suara terbanyak untuk Prabowo-Gibran dengan persentase sebanyak 65,9% suara. Penelitian ini bertujuan untuk mengetahui bagaimana public relations politik Prabowo-Gibran dalam membangun pencitraan pada First Voters, khususnya mahasiswa First Voters di Universitas Mercu Buana Meruya pada pemilihan umum tahun 2024. Teori aktivitas public relations politik oleh McNair digunakan sebagai acuan bagi praktisi politik untuk merencanakan strategi kampanye melalui empat tahap: manajemen media, peninjauan pengelolaan citra, mengembangkan komunikasi internal, dan manajemen informasi. Metode yang digunakan dalam penelitian ini adalah studi kasus dengan pendekatan kualitatif, dan paradigma konstruktivis. Data penelitian diperoleh melalui wawancara mendalam, observasi, dan dokumentasi yang berkaitan dengan public relations politik. Hasil penelitian menunjukkan bahwa, aktivitas public relations politik Prabowo-Gibran efektif dalam membangun pencitraan positif pada First Voters. Pada tahap manajemen media, mereka memfokuskan penggunaan TikTok untuk menyebarkan informasi dan membangun citra positif. Pada tahap peninjauan pengelolaan citra, mereka menerapkan beberapa strategi seperti re-branding “Gemoy”, pembuatan konten 11/100 untuk menarik simpati, dan memperluas informasi program Makan Bergizi Gratis. Pada tahap mengembangkan komunikasi internal, tim kampanye menemukan bahwa strategi terbaik untuk menggait First Voters yaitu melalui TikTok. Lalu, pada tahap manajemen informasi, terdapat 3 key message yang diterima dengan baik oleh First Voters, yaitu “Gemoy”, penilaian 11/100, dan program Makan Bergizi Gratis. Dari seluruh aktivitas public relations politik yang dilakukan berhasil membentuk citra Prabowo-Gibran sebagai sosok pemimpin gaul, tegas, dan inovatif, sehingga mampu memotivasi First Voters untuk mendukung dan memilih Prabowo-Gibran dalam pemilu 2024. Kata Kunci: Public Relations Politik, Pencitraan, Prabowo-Gibran, First Voters
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