SUCI, NURFA RACHMA (2021) PENGARUH PESAN POLITIK DI INSTAGRAM TERHADAP PERSONAL BRANDING DAN REPUTASI CALON ANGGOTA DPR RI DALAM PEMILU 2019 (Survei: Persepsi Kalangan Milenial Terhadap Beni Pramula di Dapil 1 Provinsi Banten). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the Effect of Political Messages on Instagram on Personal Branding and Reputation of Legislative Candidates for DPR RI in the 2019 Election. The Research data is secondary data obtained from the Banten Provincial KPU for DPT in the 2019 Election, The sampling method used is the purposive method sampling, where from all the people in the 2019 election DPT, only DPT’s those were still in the milenial category during the election that met the criteria as samples were selected. The analytical method used in this research is linear regression. The result showed those Personal branding and Reputation had a significant positive effect.Political messages on Instagram indirectly affect the reputation of candidates for members of the DPR RI in the 2019 election through the formation of Personal Branding. This is because based on the test of the effect of the Causal method of mediation Keywords: Political Message, Personal Branding, Reputation, Instagram, Candidates for Members of DPR RI, Election .Penelitian ini bertujuan menguji dan menganalisis Pengaruh Pesan Politik di Instagram terhadap Personal Branding dan Reputasi calon anggota DPR RI dalam Pemilu 2019. Data Penelitian merupakan data sekunder yang diperoleh dari KPU propinsi Banten untuk DPT dalam Pemilu 2019. Metode sampling yang digunakan adalah metode purposive sampling, dimana dari semua orang yang terdapat dalam DPT pemilu 2019 hanya dipilih DPT yang masih dalam kategori kaum milenial pada masa Pemilu yang memenuhi kriteria sebagai sampel. Metode analisis yang digunakan dalam penelitian ini adalah regresi linear. Hasil penelitian menunjukkan “Pesan politik di Instagram berpengaruh terhadap pembentukan personal branding dan juga terhadap reputasi karena berpengaruh signifikan positif, serta pesan politik di Instagram berpengaruh secara tidak langsung terhadap reputasi calon anggota DPR RI dalam Pemilu 2019 melalui pembentukan personal branding. Hal ini karena berdasar uji pengaruh mediasi metode Causal Kata Kunci : Pesan Politik, Personal Branding, Reputasi, Instagram, Calon Anggota DPR RI, Pemilu.
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