Egalitarian leaders in public leadership are the phenomena raised in this study. Nudin Basirun is a phenomenon of egalitarian leaders who are close to the people, serve the community, have attitudes and actions and programs that inspire other leaders in Riau Islands. Thus the style of leadership Nurdin Basirun has become a personal brand for him in leading the Riau Islands, since he became Deputy Regent of Karimun until now the Governor of Riau Islands. This study examines how the community constructs Nurdin Basirun's personal brand image, forms Nurdin Basirun's personal brand image and benefits of the personal brand for public leadership in Riau Islands. Using paradigm postpostivism with qualitative descriptive research methods. In data collection, researchers interviewed 10 informants and in the data analysis researchers used social construction theory as an analytical tool. This study produced research findings; 1) the community constructs Nurdin Basirun's personal brand image as an egalitarian leader with characteristics a) having spritualis, b) being loved by the community, c) being able to motivate the community, d) being a source of inspiration, e) becoming a Malay community icon of Riau Islands. 2) The process of constructing Nurdin Basirun's personal brand image by the Riau Islands community takes place in simultaneous social processes of institutionalization, legitimacy and socialization. The results of this study criticize the results of Rony Setiawan's research, Suryana Sumantri, Tb. Zulrizka Iskandar, Marina Sulastiana, (2015) about the characteristics of egalitarian leadership namely spiritualism, love and community building. The criticism of the study this time complements the characteristics of the egalitarian leader with Nurdin Basirun's special characteristics of having strength; (a) able to motivate the people, (b) be a source of inspiration and (c) become an icon, or a raw modle of society and work programs for city / regency leaders in Riau Islands.
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