The Role of Influencer (Pontianak) Marketing On The Image Of Pontianak Mayoral Candidates (Analysis On Instagram Social Media)

Abstract

ABSTRACT

In the digital era, political campaign strategies have undergone significant changes, where local influencers play an important role in conveying political messages and strengthening the image of candidate pairs in a more personal and effective way. Influencers also have a big influence in shaping public opinion, especially among the younger generation who are active users of social media. This research itself aims to analyze the role of influencer marketing in shaping the image of the candidate pair for Mayor of Pontianak on Instagram social media. This research also uses a qualitative approach with a descriptive analysis method, namely through direct observation of 4 verified local influencers and in-depth interviews with the people of Pontianak as the target audience. The final results of this research show that influencer marketing is effective in increasing the visibility and positive image of the candidate pair for Mayor of Pontianak. However, along the way there are several challenges in its implementation, such as the risk of inappropriate messages which can have a negative impact on the candidate's image. Apart from that, the credibility of the influencer is also an important factor that influences public acceptance of the message conveyed. It is also hoped that this article will provide insight for political practitioners and campaign teams regarding the importance of targeted and consistent influencer marketing strategies in supporting the success of political campaigns in the digital era in the future.