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

Purwanto, Dedi and Haspiaini, Nurhasanah (2026) Personal Branding of Anggi Arando Siregar in the 2024 Legislative Election for the DKI Jakarta Regional House of Representatives (DPRD) Electoral District II. Journal of Social Research, 5 (11). pp. 1-14. ISSN 2828-335x

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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.

Item Type:	Article
Subjects:	J Political Science > JF Political institutions (General)
Divisions:	Artikel
Depositing User:	Miss Yulia Zahra Yamini
Date Deposited:	30 Oct 2026 08:28
Last Modified:	30 Oct 2026 08:28
URI:	https://repository.unas.ac.id/id/eprint/17283

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