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Rahyadi, Irmawan
Bina Nusantara University
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Journal : Jurnal Ilmiah Manajemen Kesatuan

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The Role of Key Opinion Leaders in Increasing Brand on Social Media Ardyan, Patricia Felicita; Mirelle; Valen; Rahyadi, Irmawan; Indra, Ricardo
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.4067

Abstract

In the digital era, social media and Key Opinion Leaders (KOLs) play a crucial role in promoting beauty brands like Scarlett. This research examines the role of Key Opinion Leaders (KOLs) in enhancing the marketing communication strategy of the Scarlett brand on Instagram and YouTube. Using qualitative research with a case study approach, this study explores how KOLs influence consumer perceptions and behaviors through content creation, storytelling, and engagement. Data were gathered through in-depth interviews with KOLs who collaborate with Scarlett, and content analysis of posts shared across both platforms. The findings reveal that KOLs play a vital role in shaping brand image and generating high engagement rates, particularly when their personal values align with the brand’s messaging. On Instagram, visual appeal and personal narratives significantly capture audience attention, while on YouTube, informative and emotionally resonant videos strengthen consumer connections. The research further highlights the effectiveness of interactive features such as polls and Q&A sessions in increasing audience participation and trust. Although KOLs primarily build brand awareness rather than drive direct sales, their influence fosters curiosity and encourages product trials. The study concludes that KOLs are integral to modern marketing communication strategies, providing authenticity and credibility.
Co-Authors Amelia Irawan, Dhea Andri, Mohammad Faizal Ardianov, Hamiid Rizky Ardyan, Patricia Felicita Aryo, Leonardus Dimas Aulia, Mirna Ayuningtyas, Chandra Dyah Azzahra, Almira Danella Cristin, Sarah Danella Azzahra, Almira Darmayanti, Ni Putu Sari Debora Agustina, Debora Fransiska, Mita Griselda utami Indra, Ricardo Irawan, Dhea Amelia Joshua Hezekiah Kairupan La Mani LA MANI, LA Lazuardi, Muhammad Azhar Lukiyanto, Kukuh Maharani, Alissya Matthew Austin Naibaho Mirelle Mirna Aulia Myanya Khintan Sabrina Nadia Novita Risky Oktaviana, Cantika Nur Patrick, Kenji Pradana, Nawfal Oktavialdi Priskha Dewi, Olivia Rara Andica Oyza Sativa Sari, Mila Sarnoto, Natan Ekaputera Siti Nurhayati Arista Valen Winda Pratiwi Yuanita Eka lestary