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

摘要

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.