Authors : Dianta Hasri Natalius Barus

Volume/Issue : Volume 9 - 2024, Issue 2 - February

Google Scholar : http://tinyurl.com/2mdv3pf2

Scribd : http://tinyurl.com/yn59hrdd

DOI : https://doi.org/10.5281/zenodo.10673059

Abstract : The introduction of the internet brought about several changes to the way in which individuals evaluate and purchase things. When it comes to using trends to successfully define the general subject and concept for the communication that will be implemented, this unquestionably drives marketers to take a more forceful and original approach in their message. This is especially true when it comes to utilizing trends. Within the realm of contemporary political marketing, social media has a significant influence. It is possible for legislators and party leaders to utilize social media platforms as a direct way of interacting with constituents. This may make engagement, campaigning, and the building of relationships more efficient. In a similar vein, it is a common occurrence for people to engage in political conversation and to associate themselves with certain political groups, all while actively interacting with political figures, such as candidates or politicians, on social media platforms. In contrast to commercial brands, political identities have not fully used the opportunity offered by social media to create online relationships within their respective communities. The fact is, however, that they continue to depend on traditional approaches to political campaigning on social media platforms. As a political figure, Jokowi continues to have a high degree of popularity, and the results of the study indicate that he has the capacity to exert a large amount of influence over Prabowo Gibran, who is running for president in partnership with him. Individually, Prabowo Gibran was able to do this by effectively promoting these revenues via a variety of web outlets. In contrast, AMIN is the rival that has the highest level of long-term attraction among all of the competitors. They do not seem to be showing any symptoms of either rising or reducing their popularity, which indicates that they continue to be the candidate with the higher level of support. It might be said that Ganjar Mahfud is the contender with the least amount of support among the three rivals. Given that Jokowi, who has publicly expressed his support for Prabowo Gibran, has only a limited amount of power over the situation, this is very likely to develop.

Keywords : Google Trends, Presidential Election, Digital Political Branding.