Police Professionalism Branding on Youtube Account @86CustomProtectionNET

This research employs the utilization of program 86 broadcasts, accessible on the popular online video-sharing platform Youtube, specifically on the channel named @86CustomProtectionNET, as a means to explore the strategic implementation of branding by the Indonesian National Police (Polri). In order to enhance the public’s perception of the esteemed Polri institution and restore the confidence of the populace, NET-TV has ingeniously devised Program 86. The present study employs a data collection methodology that encompasses observation and documentation techniques. The chosen research methodology is qualitative in nature, specifically utilizing a qualitative descriptive and content analysis approach. The latest and most popular videos from @86CustomProtectionNET’s YouTube channel were chosen for data collecting. This study analyzes broadcast content and viewer responses. The video under analysis was released on March 17, 2023, and has 1,292,731 views. The present study examines the content disseminated on the @86CustomProtectionNET Youtube channel, focusing on the videos showcasing the professionalism of the National Police in addressing a wide range of criminal activities, including drug offenses, assaults, brawls, wild racing, poor driving habits, and natural disasters. The 86 broadcast program represents a strategic public relations maneuver aimed at cultivating public trust and garnering support through the demonstration of adeptness.