Sari, Nisa Azama (2025) Personal Branding Anggota DPRD Perempuan Nalladia Ayu Rokan Pada Platform Tiktok. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the personal branding strategy carried out by a female legislative candidate (candidate) from the Golkar Party, Nalladia Ayu Rokan, through the social media platform TikTok. In today's digital era, social media has become a strategic tool in shaping public image and trust in political figures, including female politicians. TikTok as a short video-based platform, has a high appeal among the public, especially the younger generation, so its use in political communication is becoming more and more significant. Nalladia Ayu Rokan uses TikTok to build her image as a young leader who is active, cares about the community, and consistently voices social and political values. This research uses a qualitative approach, as well as the personal branding theory of Peter Montoya which emphasizes the eight pillars of branding, such as authenticity, consistency, and relevance. The data was obtained through documentation of Nalladia Ayu Rokan's TikTok uploads during the campaign period and interviews. The results of the study show that Nalladia has successfully utilized visual and narrative elements on TikTok to strengthen her political identity as a young female candidate who is "present and useful". He displays an authentic communication style, is close to the community, and is responsive to local issues. The content he displays shows the consistency of the message, audience awareness, and a positive and professional image. With the right strategy, Nalladia is able to expand the reach of its political message and form an emotional connection with digital audiences, which is an important capital in building political trust in the new media era.

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