Campaign Strategy through Social Media to Improve Brand Personality of Mataram Regional Head Candidates in 2020 in a Campaign During the Covid-19 Pandemic Era

Abstract

This study aims to determine campaign strategies through social media to improve the brand personality of regional head candidate pairs in the 2020 Mataram regional head election. The method used in this study is qualitative with a content analysis approach. The object of this research is a Facebook social media account used by regional head candidates in conducting campaigns in cyberspace and has been officially registered by the spouse of the regional head candidate to the election commission of Mataram. The pattern of data analysis used is ethnographic, namely from the records of the interview results of the winning team and from electronic data in the form of the Facebook status of each pair of regional head candidates then coding, categorization, or classification is then compiled systematically and then themes are compiled based on the results of the data analysis. The results of this study show that campaign strategies through social media can be an effective tool to improve the brand personality of a candidate for regional head in campaigns in the era of the Covid-19 pandemic. By utilizing social media with the right strategy, candidates for regional heads can build a positive image, increase public trust, and strengthen the brand personality of each pair of candidates for the Mataram Region.