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All Journal JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora Expose: Jurnal Ilmu Komunikasi LINIMASA: JURNAL ILMU KOMUNIKASI Jurnal Mutakallimin : Jurnal Ilmu Komunikasi Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema KARYA: Jurnal Pengabdian Kepada Masyarakat Jurnal Media dan Komunikasi Indonesia Dedikasi: Jurnal Pengabdian Kepada Masyarakat Jurnal Media Komunikasi
Jasmin Jannatania
Universitas Pamulang
Religion Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Strategi Kolaborasi Key Opinion Leader dalam Membangun Brand Awareness Herbakof melalui Event Ramadan Hermin Kusumajati; Jasmin Jannatania
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 7 No 2 (2026): August
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2026.7.2.5493

Abstract

Digital media growth has encouraged brands to adopt more relevant, personal, and interactive marketing communication strategies. One approach is collaboration with Key Opinion Leaders (KOLs), particularly during cultural and seasonal campaigns such as Ramadan. This study examines Herbakof’s KOL collaboration strategy in building brand awareness through a Ramadan event campaign. A descriptive qualitative approach was used to explore campaign planning, implementation, audience engagement, and post-event communication. Conducted over six months, the study involved three informants selected based on their roles in the campaign. Data were collected through in-depth interviews, event observation, and documentation of campaign content. The findings show that KOL collaboration supported not only message dissemination but also meaningful relationships between the brand and its audience. Effectiveness depended on KOL credibility, character compatibility, campaign messages, event context, audience experience, and post-event communication. The study contributes to branding theory by explaining how KOL collaboration and event experiences strengthen brand awareness.
Co-Authors Catur Wulandari Dadang R Hidayat Dadang R. Hidayat Dadang Rahmat Hidayat Deffri Ihza Adiyanto Eni Maryani Galuh Aulia Ramadhanti Henny Sri Mulyani Rohayati Hidayat, Dadang R. Indriani, Sri S. Jenny Ratna Suminar Kusumajati, Hermin Purwanti Hadisiwi Ramadhanti, Galuh Aulia S. Kunto Adi Wibowo Shinta Qayla Vashty Sri S Indriani Sri S. Indriani Sri Seti Indriani yustikasari yustikasari