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Abstrak :
Tesis ini meneliti secara empiris citra brand Jokowi sebagai seorang petahana dalam berita ndash; berita yang tayang di tiga laman berita daring dengan pengakses terbanyak di Indonesia, Tribunnews.com; Detik.com; dan Liputan6.com dalam kerangka pemerintahan yang telah berjalan selama tiga tahun. Peneliti mengambil fokus bahwa brand dibangun dari asosiasi brand yang disematkan, isu yang dipilih, hingga visibility dan valensi berita yang terlihat dari sentiment pemberitaan. Peneliti juga menggali mediatisasi politik serta kampanye permanen yang dilakukan oleh seorang petahana. Hasilnya, peneliti menemukan bahwa terdapat perbedaan antara brand yang dibangun oleh Jokowi saat menjadi kandidat presiden dan petahana saat ini. Namun terdapat kesamaan bahwa pemberitaan Jokowi lebih banyak bernada positif dibandingkan negatif. Temuan ini mengimplikasikan bahwa citra brand politik yang dibangun oleh Jokowi sebagai seorang petahana saat ini, memang dipengaruhi oleh asosiasi brand yang dikaitkan dengan namanya, isu yang diberitakan oleh media massa, hingga penempatan deskripsi tentang dirinya serta sentiment dalam konten pemberitaan. ......This research examines Jokowi rsquo s brand image as an incumbent on most accessed online news media outlets in Indonesia with his leadership for the past three years as the big frame. Those online news media outlets are Tribunnews.com Detik.com and Liputan6.com. Researcher focuses on the foundation that brand is built from the brand association which is embodied to the subject, the chosen issues by the media, its visibility, and news valence which can be seen from the news sentiment. Researcher also digs the politics mediatization and permanent campaign conducted by an incumbent. As the result, researcher found that there are differences between brand built by Jokowi when he was still a candidate in presidential election and being an incumbent at this moment. Nevertheless, there is still similarity that Jokowi is still heavily associated with positive things rather than negative one. These finding implied that Jokowi rsquo s political brand image as an incumbent at the moment, is influenced by the brand association of his persona, issue chosen by the media to publish, to the placement of his self description, and the news sentiment for him.

Abstrak :
Praktik influencer marketing dalam dunia pemasaran semakin digandrungi oleh banyak pihak dan tidak terkecuali dalam komunikasi pemasaran politik. Penelitian ini bertujuan untuk menguji model penelitian komunikasi pemasaran bisnis melalui peran Social Media Influencer ke dalam konteks proses komunikasi pemasaran politik untuk Political Brand Attitudes dan intensi memilih. Dengan melibatkan variabel mediasi kredibilitas Social Media Influencer (SMI’s Source credibility), penelitian ini ingin melihat hubungan antara Social Media Influencer dengan Political Brand Attitudes dan Voting Intention untuk Pemilu Presiden 2024. Dari sebanyak 163 responden yang terkumpul, dilakukan analisis data melalui pendekatan Confirmatory Composite Analysis (CCA) dalam sistematika metode kuantitatif dengan Partial Least Squares-Structural Equation Modeling (PLS-SEM) yang dioperasikan melalui aplikasi Smart PLS versi 3.0. Temuan menunjukkan, variabel mediator Attractiveness dan Similarity secara positif memediasi hubungan antara Social Media Influencer dengan Political Brand Attitudes. Sementara variabel Expertise dan Trustworthiness tidak mampu memediasi keduanya. Penelitian ini ingin berkontribusi dalam pengembangan studi influencer marketing untuk konteks pemasaran politik. ......The practice of influencer marketing in marketing is increasingly coveted by various stakeholders, including within the domain of political marketing communication. This study examines the mainstream marketing communication research model by incorporating the role of Social Media Influencers within political marketing communication processes, specifically targeting Political Brand Attitudes and voting intentions for the upcoming 2024 Presidential Election. By incorporating the mediating variable of Social Media Influencer's source credibility, this research explores the relationship between Social Media Influencers and Political Brand Attitudes and Voting Intentions for the 2024 Presidential Election. At least 163 respondents participated in this study. To analyze the data, this study utilizes the Confirmatory Composite Analysis (CCA) approach within the systematic framework of quantitative methods, employing the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique facilitated by the Smart PLS version 3.0. The findings reveal that the mediator variables of Attractiveness and Similarity positively mediate the relationship between Social Media Influencers and Political Brand Attitudes. Conversely, the variables of Expertise and Trustworthiness were found to be insufficient mediators. Ultimately, this research aims to contribute to advancing influencer marketing studies within the political marketing context.