Marketing Politik Partai Nasdem dan Personal Branding Anis Baswedan

Political marketing is a strategy that plays an important role in winning elections. The success of a political party refers to how political institutions or parties build their image among the public so that people can decide which cadres to nominate. The power of social media as a source of political information cannot be separated from the times. Political consultants use this when promoting their political parties or individual candidates. Anies Baswedan tried to apply a political marketing strategy because the Nasdem Party and Anies Baswedan himself were said to be new to the national political stage. The purpose of this research is to find out what Anies Baswedan's political marketing and personal branding strategy looks like. Political marketing, using all the media it has, both through social media and mass media, uses public figures as influencers for campaigns. In addition, Anis Baswedan also uses social media to get closer to various groups of people and form personal branding quite well. This research analyzes data using the Nvivo 20 application and is also assisted by the Ncapture feature on Google Chrome. In Nvivo, the 20 data sources analyzed came from literature such as online media, local media, and YouTube media about political parties and personal branding. It was concluded that, as a candidate for leader, Anies Baswedan and the Nasdem party carried out political marketing quite well. The political marketing that they do is by visiting several areas and carrying out several activities there, so that people can get to know more about the Nasdem party and Anies Baswedan.

Keywords: Political Marketing, Personal Branding, Anis Baswedan