ENTREPRENEURS' POLITICAL COMMUNICATION STRATEGIES IN REGIONAL HEAD ELECTIONS

Abstract

The aim of this research was to determine the role of political branding and personal branding in the choice of regional heads. This research used a qualitative approach. This type of research was qualitative descriptive research. Data collection methods using interviews, documentation techniques. The research results showed that political branding during the regional election campaign  is  formed  through  self-identification,  namely  character,  abilities,  values,  political products,   ideas,   positioning,   namely   constituent   segmentation,   personality,   key   political messages,  interpretation.  Personal  branding  in  supporting  his  candidacy  to  become  deputy mayor is explained by appearance, leadership style, visibility and personality. The reason for entrepreneurs' strategies with political branding and personal branding during the campaign period  is  because  branding  strategies  provide  symbolic  value  in  terms  of  identification, meaning, value, benefits, promises and differentiation of a political product. Political branding and  personal  branding  are  considered  capable  of  influencing  perceptions  and  providing confidence  to  constituents.  Political  branding  and  personal  branding  are  the  results  of interactions  and  emotional  attachments  that  exist  between  political  contestants  and  their constituents.