PERSONAL BRANDING WALIKOTA PASURUAN MELALUI INSTAGRAM (Studi Analisis Isi pada akun Instagram @gusipul_id)

The rapid advancement of information and communication technology has brought significant changes to society. The Internet, as a primary communication tool, has become a popular choice among the public due to swift technological progress. The objective of this research is to identify the personal branding of the Mayor of Pasuruan, Gus Ipul, within the Instagram content of the account @gusipul_id.

The researcher employs a qualitative research approach, focusing on the content analysis of observed problems, dynamics, or phenomena using logical reasoning. Personal branding is a strategic step taken to create a distinct perception through the image presented to the public. By utilizing social media as the main platform, personal branding allows an individual to project professionalism within the social media sphere.

The research results regarding the personal branding of the Mayor of Pasuruan, Saifullah Yusuf, through the Instagram account @gusipul_id, indicate that the image-building process is conducted systematically through a combination of visual elements, narratives, and public activities displayed on social media. The personal branding established by Gus Ipul focuses on the image of a leader who is grassroots-oriented (merakyat), responsive, religious, and service-driven. This is evidenced through content featuring direct interactions with the community, social assistance distribution, field visit documentation, and the delivery of policy information presented in a visual and communicative manner.