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"Partai politik memiliki peranan strategis untuk mendistribusikan kader menjadi wakil di pemerintahan. Faktanya, partai politik terjebak dalam arus korupsi dan dinilai sebagai lembaga yang paling tidak dipercaya oleh publik, khususnya di kalangan milenial. Berdasarkan kondisi tersebut, maka diperlukan upaya revitalisasi agar partai politik menjadi modern, inklusif dan dapat memberikan akses kepada pemuda untuk berkontribusi secara strategis. Perbaikan citra partai politik dapat berimbas terhadap menguatnya kepercayaan milenial untuk terlibat lebih jauh dalam partai politik. Metode penelitian kualitatif dengan pendekatan studi kasus. Partisipan dalam penelitian ini adalah Ketua Umum DPP PSI, Ketua DPP PSI, Tenaga Ahli PSI, Anggota PSI, serta narasumber pembanding seperti Direktur Eksekutif Perludem. Jadi dapat disimpulkan bahwa keberhasilan PSI menjadi partai politik yang berbadan hukum dan menjadi peserta pemilu tahun 2019 tak dapat dilepaskan dari kepemimpinan Grace Natalie dan pengurus lainnya dalam memberdayakan partisipasi politik kalangan milenial. Komposisi kepemimpinan pengurus PSI terbagi ke dalam tiga aspek, yaitu jenis dan gaya kepemimpinan, komunikasi politik, serta modal sosial yang dimiliki. Partisipasi politik yang telah diakomodir oleh PSI untuk kader dan anggotanya berjumlah 10 jenis partisipasi politik yang masuk dalam kategori electoral participation, consumer participation, party participation, protest activity, dan contacting Tantangan dalam pemberdayaan pemuda di PSI ada empat, yaitu intimidasi fisik, korban hoax dan fitnah, dilema ekonomi, dan ketidakpercayaan diri dalam berpolitik.

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Political parties have a strategic contribution to distribute their cadres until they represent as part of the government. In other hands, political parties were in the flow of corruption and regarded as the most unreliable institution by the public, especially among millennial generation. Based on these conditions, it is necessary to revitalize the political party become modern, more inclusive and should provide access for youth to have strategically contributed to the party. Based on these conditions, it is necessary to revitalize the political party become modern, more inclusive and should provide access for youth to have strategically contributed to the party. we assumed by Improving the image of political parties can impact developing millennial beliefs to engage further in political parties. The research method used in this research is descriptive qualitative method with case study approach. Participants in this study consisted of the General Chairman of the DPP PSI, the Chairman of the DPP PSI, PSI Staff, PSI Members, and the expert opinion from Perludem Executive Director. The results of this study found that the leadership of Grace Natalie and other committee of PSI were success make PSI into become a legal party for being a participant in the 2019 and also empowering millennial generation to contribute in political participation. Grace Natalie and other commitee of PSI leadership aspect were divided into three aspects, namely the type and style of leadership, political communication, and social capital owned. Political participation had been accommodated by PSI for their cadres and members in the form of electoral participation, consumer participation, party participation, protest activity, and contacting. Unfortunately, in order to the empowerment of youth in PSI, they still have to face four big challenges such as physical intimidation, hoax and defamation, economic dilemmas and low self confidence in politics."

"Penelitian ini membahas mengenai brand partai politik berdasarkan isu yang diwacanakan, dimulai dari identitas brand, posisi brand, dan citra brand. Studi ini berfokus isu anti poligami yang diusung oleh PSI dalam membentuk citra brand PSI. Penelitian ini menggunakan teori brand milik Aaker (1996) yang menyebutkan bahwa brand memiliki 3 (tiga) lapisan, yakni identitas brand, posisi brand, dan citra brand. Penelitian ini menggunakan pendekatan mixed method atau metode campuran. Teknik pengumpulan data yang dilakukan adalah analisis isi dan wawancara. Subjek penelitian ini dibagi menjadi 2 (dua), yakni subjek penelitian dengan analisis isi adalah berita di detik.com, dan informan non pemilih dan pemilih PSI. Hasil penelitian menunjukkan adanya perbedaan atau pergeseran dari identitas brand yang dibuat oleh PSI, posisi brand di media (detik.com), hingga pada citra brand di khalayak perempuan. Identitas brand PSI memfokuskan pada pemberdayaan perempuan dan pemuda yang masing-masing memiliki terdapat kebijakan janji PSI. Tetapi, ketika masuk ke media, ada pergeseran identitas brand PSI. Posisi brand PSI cenderung sebagai partai anti poligami dan keterwakilan perempuan. Isu-isu seputar kepemudaan dan perempuan lainnya tergerus oleh isu anti poligami dan hal inilah yang diaktifkan oleh PSI di media. Setelah adanya pergeseran dari identitas brand ke posisi brand PSI, citra brand PSI juga mengalami pergeseran. Menurut hasil penelitian, isu anti poligami hanya dijadikan awareness saja, agar masyarakat mengetahui bahwa PSI itu ada dan eksis. Terdapat benang merah antara non pemilih dan pemilih, yakni PSI mengusung isu anti poligami agar eksis di masyarakat, terlebih dengan PSI yang merupakan partai baru sehingga perlu untuk mengeksiskan partainya dibandingkan dengan partai-partai yang sudah lama.

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This study discusses political party brands based on the issues discussed, starting with brand identity, brand position, and brand image. This study focuses on anti-polygamy issues promoted by PSI in shaping the PSI brand image. This study uses Aakers (1996) brand theory which states that a brand has 3 (three) layers, namely brand identity, brand position, and brand image. This research uses a mixed method approach or mixed method. Data collection techniques used were content analysis and interviews. The subject of this study was divided into 2 (two), namely research subjects with content analysis are news on detik.com, and non-voter informants and PSI voters. The results showed a difference or shift from the brand identity created by PSI, the position of the brand in the media (detik.com), to the brand image in the female audience. PSI brand identity focuses on empowering women and youth, each of whom has a PSI policy promise. However, when it entered the media, there was a shift in the PSI brand identity. The position of the PSI brand tends to be an anti-polygamy party and womens representation. Issues around youth and other women were eroded by the issue of anti-polygamy and this was what was activated by PSI in the media. After a shift from brand identity to PSI brand position, PSI brand image also experienced a shift. According to the results of the study, the issue of anti-polygamy is only used as awareness, so that the public knows that the PSI exists and exists. There is a common thread between non-voters and voters, namely PSI carries the issue of anti-polygamy to exist in the community, especially with PSI which is a new party so it is necessary to expose the party compared to old parties."