Potential Presidential Candidate’s Brand Equity from Political Parties Perspective in the Indonesian Presidential Election Nomination Process 2024

Abstract

Presidential candidates proposed by political parties or coalitions of political parties in the 2024 Indonesian Presidential Election must meet a number of criteria. This study aims to find out how political parties engage with others to form alliances and determine presidential candidates for the upcoming election based on the candidate’s brand equity figure in the 2024 presidential election.  The coalition process had resulted in 3 big fights with their respective candidates. The Coalition of Change for Unity (KPP), which consists of the National Democrat party (NasDem), Democratic party, and Prosperous Justice Party (PKS), carried Anies Baswedan as a representative for the theme Coalitions of Change. This step was then followed by 2 other political party coalitions which also determined their respective candidate. This study also wanted to find out what aspects made a coalition of political parties consider a potential presidential candidate to be carried out in the 2024 presidential election. This study was conducted Brand equity theory whose described by D. A. Aaker (1991, 1996). Furthermore, this research also wants to find out what aspects make political parties consider potential presidential candidates to be carried in the 2024 presidential election. This study uses a qualitative method with a phenomenological approach to explore, reveal, describe, and understand the research problem from the perspectives of the groups and individuals involved. The results obtained are actions of the representative of political party to considers the potential candidate based on the electability and personal character who reflects the party’s ideology and party’s branding strategy instead of the brand equity.