Strategi Key Opinion Leader (KOL) Untuk Meningkatkan Keputusan Pembelian Konsumen Terhadap Produk Wardah
DOI:
https://doi.org/10.62383/sosial.v1i3.483Keywords:
Digital Marketing, Purchasing Decisions, KOL, Consumers, Wardah.Abstract
Utilization of Key Opinion Leaders (KOL) is one of the digital marketing strategies that is widely used today. KOL is not only used by new business people, even established business people with popular brands also use KOL. One of them is Wardah cosmetics. This research aims to analyze the Key Opinion Leader (KOL) strategy to improve consumer purchasing decisions for Wardah products. The research was conducted using a descriptive qualitative approach. Research data comes from the results of reviews of official publications and searches on various official databases and popular digital sites. The research results show that Wardah did several things in its KOL utilization strategy, namely: 1). Wardah chooses Key Opinion Leaders (KOL) who have a positive image and are relevant to the target market and collaborate with beauty influencers, fashion influencers and lifestyle influencers to promote their products. 2). Wardah collaborates with Key Opinion Leaders (KOL) to create interesting and informative content about Wardah products, the content will be creative and original. 3). Wardah measures the effectiveness of the Key Opinion Leader (KOL) strategy by tracking metrics such as reach, engagement and conversion using social media analytics tools to track the performance obtained. Wardah's success in using Key Opinion Leaders (KOL) was proven when it carried out a C-Defense Series product campaign which showed significant results with increased views and engagement, this helped Wardah reach consumers and increase sales effectively
References
Akif Khilmiyah, M. A. (2012). Penelitian Kualitatif : Metode Penelitian Kualitatif. In Jurnal Equilibrium (Vol. 5, Issue January). Http://Belajarpsikologi.Com/Metode-Penelitian-Kualitatif/
Arikunto Suharsimi. 2019. “Prosedur Penelitian Suatu Pendekatan Praktik”. Jakarta: Pt Rineka Cipta.
Geyser, W. 2023. The State Of Influencer Marketing 2023: Benchmark Report [Online] Tersedia Di: [Diakses 15 Maret 2023]
Hanaysha, J. R. (2018). An Examination Of The Factors Affecting Consumer’s Purchase Decision In The Malaysian Retail Market. Psu Research Review, 2(1), 7–23. Https://Doi.Org/10.1108/Prr-08-2017-0034
Kotler, Philip Dan Gary Amstrong. 2018. Principles Of Marketing. Edisi 15 Global Edition. Pearson.
Kotler, P., & Amstrong, G. (2008). Prinsip Prinsip Pemasaran Edisi 12, Jilid 1. Jakarta: Erlangga
Malau Herman, 2017. Manajemen Pemasaran. Alfabeta, Bandung.
Musnaini, Suherman, Wijoyo, H., Indrawan, I. (2020). Digital Marketing. Purwoketo Selatan: Cv. Pena Persada
Solomon, Michael R. 2018. Consumer Behavior Buying, Having And Being. 12 Ed. Boston: Pearson Education
Verlinsya, L. (2020). Memahami Niat Beli Belanja Online Pada Konsumen Wanita Terhadap Produk Skincare Halal Yang Ada Di Indonesia. Retrieved From Kompasiana Https://Www.Kompasiana. Com/Nisaong2196/5fae4ea92da23773cf194332/ Memahami-Niat-Beli-Belanja-Online-Pada Konsumen-Wanita-Terhadap-Produk-Skincare Halal-Yang-Ada-Di-Indonesia
Xiong, L., Cho, V., Law, K.M., & Lam, L. (2021). A Study Of Kol Effectiveness On Brand Image Of Skincare Products. Enterprise Information Systems, 15(3), 1 18. Doi:10.1080/17517575.2021.1924864
Zhao, F., & Kong, Y. (2017). Discovering Social Network Key Opinion Leaders Based Psychology Theory In Social. 9, 43–49.
Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding Influence Power Of Opinion Leaders In E-Commerce Networks: An Opinion Dynamics Theory Perspective. Information Sciences, 426, 131–147. Https://Doi.Org/10.1016/J.Ins.2017.10.031
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Sosial Simbiosis : Jurnal Integrasi Ilmu Sosial dan Politik
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
