Analisis strategi Eri Cahyadi dalam membangun citra politik di media sosial Instagram menjelang Pilwali Periode 2025-2030

This study aims to analyze Eri Cahyadi's strategy in building his political image on Instagram social media ahead of the 2025-2030 mayoral election. Using a descriptive qualitative approach, this research involves in-depth interviews with followers of Eri Cahyadi's Instagram account as well as analysis of posts depicting his leadership, social, and personal activities in the digital space. This study uses Political Image Theory as the basis for analysis to understand how aspects of personal image, performance image, leadership image, and socio-moral image are constructed and conveyed through social media. Instagram serves as the primary platform used by Eri Cahyadi to construct a political narrative focused on closeness to society, work transparency, and humanist leadership values. This study shows that Eri Cahyadi consistently presents an image as a down-to-earth, religious leader who is responsive to the needs of the community. Participatory content, such as interactions in the comment sections and documentation of public activities, reinforces a positive impression and followers' trust in him. Social media functions not only as a medium for political information, but also as an effective and measurable tool for shaping public perception. This study indicates that digital communication strategies via Instagram play an important role in shaping political image and electoral support at the local level. These findings reflect how social media can become a symbolic space that influences people's political behavior in the digital communication era.