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ABSTRACT:

Social media plays a significant role in contemporary political marketing. Social media channels provide legislators and party officials a direct avenue to engage with individuals, allowing for efficient communication, campaigning, and the establishment of relationships. Likewise, the act of aligning oneself with certain political groups and actively participating in discussions and interactions with political figures, such as candidates or representatives, is a widespread practice on social media platforms. Political brands have not yet capitalized on the possibilities of social media to develop online relationships, unlike commercial brands. However, they persist in depending on traditional techniques of political advertising on social media channels. According to the study's results, Jokowi remains a very popular political figure with the ability to have a substantial impact on Prabowo Gibran, the presidential contender associated with him. Prabowo Gibran personally achieved this by effectively promoting these earnings via various internet platforms. Conversely, AMIN is the rival that has the highest level of enduring appeal. They exhibit no discernible indications of either rising or diminishing their popularity, which means they remain the contender with the highest level of popularity. Ganjar Mahfud is the least popular contender of the three contestants. This is plausible since Jokowi, who really expressed his support for Prabowo Gibran, has a passive impact on the issue.

KEYWORDS:

Google Trends, Presidential Election, Digital Political Branding, Digital Marketing, Personal Branding

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