Personal Branding Prabowo Subianto di Media Sosial (Analisis Isi Pada Akun Instagram @prabowo dan Akun Facebook @PrabowoSubianto)

ABSTRACT
Social media has now become an important tool for developing personal branding, especially for public officials. Politicians can promote their political views, communicate directly with the public, and build their self-image by using social media sites such as Facebook and Instagram. The aim of this research is to examine Prabowo Subianto's online persona on Facebook and Instagram. The research methodology used is qualitative descriptive content analysis.
According to this research, the majority of the personal branding displayed by Prabowo Subianto on Instagram and Facebook is the same, Prabowo provides differences in several aspects of the content by adapting it to the audience on these platforms. On Instagram, where the majority of users are young voters, Prabowo displays the image of a popular politician who is close to and involves young people. The image displayed by Prabowo on Facebook is that of a professional and credible leader with extensive experience and close to the people. Based on this research, the personal branding displayed by Prabowo on social media is specialization: He is a professional and credible figure. Leadership: He is a firm and authoritative leader. Personality: He has a warm and loving personality. Distinctiveness: He is an iconic political actor. Visibility: He is a figure who is present in society, both in cyberspace and directly in the field. Unity: The image shown is not much different from reality, because on his social media Prabowo also often shares his life behind the world of politics. Persistence: He is a person who is persistent in achieving his goals. Good will: Prabowo's figure has good intentions to be useful for the Indonesian people.