Sandiaga Uno’s Personal Branding in The Midst of Indonesian Millennial Generation

DOI

10.2991/icdesa-19.2019.54How to use a DOI?

Keywords

Personal branding, Indonesian millennial generation, 2019 presidential election, Sandiaga Uno

Abstract

This study aims to find out how the personal branding of Sandiaga Uno in approaching Indonesian millenial generation in the 2019 Presidential Election. In this research, the personal branding aspects studied were focused on three aspects of personal branding: self-identification, political products, and positioning. This research is a qualitative descriptive study and uses content analysis as a data analysis technique. The results of the study show that the values that become attributes of self-identification Sandiaga Uno are risk taking and the ability to build teamwork. To support the spirit of the millennial generation, most of whom enjoy the world of entrepreneurship, the OK OCE Program is one of Sandiaga's political products for millennial generation. These values and ideas are further supported by appearance of Sandiaga who tends to be stylish both in formal and informal settings. Sandiaga's stylish appearance was also supported by his habit of never leaving sports activities so that his sporty appearance was not easily forgotten by the public

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Fitria Santi
AU  - Abdul Basit
AU  - Muljadi
PY  - 2019/11
DA  - 2019/11
TI  - Sandiaga Uno’s Personal Branding in The Midst of Indonesian Millennial Generation
BT  - Proceedings of the International Conference of Democratisation in Southeast Asia (ICDeSA 2019)
PB  - Atlantis Press
SP  - 263
EP  - 266
SN  - 2352-5398
UR  - https://doi.org/10.2991/icdesa-19.2019.54
DO  - 10.2991/icdesa-19.2019.54
ID  - Santi2019/11
ER  -