Nation Branding: Dampak Kehadiran Pemimpin Politik di Platform Media Sosial

Febby Amelia Trisakti, Hifni Alifahmi

Abstract


Nation branding di era digital ditandai dengan kehadiran negara-negara yang bersaing untuk mendapatkan pengakuan dunia dengan mempromosikan norma, nilai, ide, pariwisata dan peluang investasi mereka secara signifikan, melalui penggunaan platform media sosial dan influencer daring. Fokus penelitian ini adalah mengukur dampak kehadiran Presiden Jokowi pada platform digital terhadap pembangunan nation brand. Platform yang menjadi fokus adalah Twitter sebagai saluran utama bagi pemerintah untuk memperkuat ekuitas merek negara. Penelitian ini bertujuan untuk mengkaji aspek nation branding yang ditampilkan melalui konten media sosial Twitter pemimpin bangsa, yakni Presiden Republik Indonesia, Joko Widodo. Hasil penelitian ini mengungkapkan bahwa reaksi terhadap kehadiran Presiden di media sosial sangat minim dalam hal memproyeksikan nilai-nilai negara, karena orang-orang lebih fokus membahas topik "ringan" dan "informal". Oleh karena itu, konten pariwisata yang ditonjolkan pada Twitter perlu meningkatkan kecepatan dalam 3A: Aksesibilitas (transportasi), Amenitas (fasilitas), dan Atraksi di tujuan wisata
(Kinerja Reputasi), keadaan santai yang tidak terkait langsung dengan pariwisata (Reputasi Simbolik).


Keywords


Nation branding; media sosial; key opinion leader

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DOI: http://dx.doi.org/10.24014/kjcs.v2i1.9682

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