Main Article Content
Abstract
Analyzing the personal branding strategies that politicians utilize on social media, particularly Instagram, is vital in today’s political landscape. This study explores the branding techniques of Bambang Wuryanto, widely known as Bambang Pacul, a member of the Indonesian Democratic Party of Struggle (PDIP) who was re-elected to the Indonesian House of Representatives (DPR RI) for the 2024 term from the Central Java IV electoral district, securing 118,394 votes as reported by the General Elections Commission (KPU) on March 12, 2024. In modern political campaigns, social media plays a pivotal role, with Instagram being a key platform. This research adopts a qualitative methodology to analyze Bambang Pacul's Instagram account (@komandanpatjul) through the lens of Peter Montoya's personal branding theory, which comprises eight essential concepts for establishing a positive public image. The study investigates his Instagram posts, captions, interactions, and overall digital presence to evaluate his branding efforts. The analysis reveals how Montoya's principles—such as authenticity, consistency, visibility, and distinctiveness—are manifested in Bambang Pacul's online persona. Findings indicate that his Instagram strategy effectively incorporates these principles, resulting in a cohesive and engaging personal brand. His curated content highlights political accomplishments, personal values, and connections with constituents while fostering audience trust. This research deepens the understanding of political communication in the digital era, illustrating how politicians can leverage social media to enhance their personal branding and achieve electoral success, ultimately offering frameworks for optimizing digital branding efforts.