STRATEGI CITRA POLITIK ANIES BASWEDAN, PRABOWO SUBIANTO, DAN GANJAR PRANOWO DI MEDIA SOSIAL X (TWITTER) PADA PESTA DEMOKRASI 2024

Ramadhina, Naya Putri (2025) STRATEGI CITRA POLITIK ANIES BASWEDAN, PRABOWO SUBIANTO, DAN GANJAR PRANOWO DI MEDIA SOSIAL X (TWITTER) PADA PESTA DEMOKRASI 2024. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

Abstract

This study analyzes the political image strategies of the 2024 presidential candidates
on the social media platform X (Twitter) and their relationship with electability. Using
a descriptive qualitative research method, the study applies the Political Marketing 4P
Model (Product, Price, Place, and Promotion) Kotler & Armstrong (2016) and a
directed content analysis approach Hsieh & Shannon (2005) to examine the
communication strategies of Anies Baswedan, Prabowo Subianto, and Ganjar
Pranowo during the campaign period. The findings reveal that engagement rates on
social media do not directly affect electability. Anies Baswedan achieved the highest
engagement rate on X (0.25%) but ranked second in electability (23.3%). Conversely,
Prabowo Subianto, with the lowest engagement rate on X (0.09%), attained the highest
electability (51.9%). Ganjar Pranowo, despite excelling in posting consistency with a
total of 407 tweets, only achieved an engagement rate of 0.11%.
The results also indicate that consistent interaction through social media does not
always lead to high engagement rates. Factors such as content quality, issue relevance,
and the ability to build closeness with the audience are key determinants of engagement
levels. Anies Baswedan's strategy, emphasizing a dialogical approach and religious
narratives, proved effective in generating high engagement. Meanwhile, Prabowo
Subianto, despite his low posting frequency, managed to capture the audience's
attention through visionary messages about Indonesia's Golden Era 2045. Ganjar
Pranowo, with a relaxed and humorous campaign style, leveraged social trends to
reach younger generations, though his engagement results were not optimal.
This study concludes that social media is a crucial tool for building political images
and engaging specific groups, particularly millennials and Generation Z. However, its
impact on electability is limited. Electability is more significantly influenced by other
factors, such as candidates' track records, strategic issues, and political networks.
Thus, social media should be considered a complementary part of a broader campaign
strategy rather than the sole determinant of electoral success.
Keywords: Social media, engagement rate, electability, political image, digital
campaign, content strategy
63 Ilmu Pemerintahan 2025

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