Political Brand Equity Anies Baswedan di Media Sosial X (Analisis Isi pada Akun @aniesbubble)

The influence of K-Pop culture on social media has led to the emergence of the X @aniesbubble account, which has brought a new dimension to Anies Baswedan's digital campaign as he competes in the 2024 elections. The X @aniesbubble account builds a political image with a different approach from the other two presidential candidates. Therefore, this study was conducted to determine the construction of Anies Baswedan's Political Brand Equity, which was built through content and follower interactions on the X account @aniesbubble. The main theory used in this study is Aaker's Brand Equity Theory, which was later adapted by Phipps, Brace-Govan, and Jevons into Aaker's Political Brand Equity. Aaker's Political Brand Equity concept consists of four main dimensions, namely brand awareness, perceived quality, brand association, and brand loyalty. This study also refers to how political communication on social media and the use of K-Pop culture in building political branding. This study uses a constructivist paradigm with an interpretive qualitative research approach using content analysis and thematic analysis techniques. This research was conducted on posts from the @aniesbubble X account from December 2023 to April 2024 using data collection techniques of documentation and online observation. This study shows that the Political Brand Equity constructed through content that @aniesbubble created and also the interactions between audience. Therefore, @aniesbubble account served as a platform that coordinated a collaborative space, combining fandom culture with political communication, also producing a participatory and community-based political image.