PEMANFAATAN KEY OPINION LEADER PADA STRATEGI CAMPAIGN HANDWARMER ANTARESTAR DI INSTAGRAM
Keywords:
Key Opinion Leader, strategi campaign, komunikasi pemasaran, InstagramAbstract
Penelitian ini bertujuan menganalisis pemanfaatan Key Opinion Leader (KOL) pada strategi campaign Handwarmer Antarestar di Instagram. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Informan dipilih melalui purposive sampling yang terdiri atas Manager Marketing Communication, Supervisor Social Media, Internship KOL, dan dua Key Opinion Leader. Data dikumpulkan melalui wawancara semi terstruktur dan dokumentasi, kemudian dianalisis menggunakan NVivo 12 melalui proses coding serta diuji dengan triangulasi sumber. Hasil penelitian menunjukkan bahwa pemanfaatan KOL dilakukan melalui lima dimensi, yaitu perencanaan, pemilihan KOL, pelaksanaan campaign, evaluasi, dan pengembangan strategi. KOL berperan dalam membangun awareness, meningkatkan kredibilitas, serta mengedukasi audiens mengenai produk. Pemilihan KOL didasarkan pada kesesuaian audiens, kesesuaian brand, dan kredibilitas, sedangkan evaluasi campaign dilakukan melalui indikator awareness, engagement, traffic, dan conversion.
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