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All Journal Jurnal Ilmiah Manajemen Kesatuan
Ricardo Indra
Universitas Bina Nusantara, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Role of Key Opinion Leaders in Increasing Brand on Social Media Patricia Felicita Ardyan; Mirelle; Valen; Irmawan Rahyadi; Ricardo Indra
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.
Communication, Motivation, and Employee Performance: A Systematic Literature Review Vincentia Sherren; Ricardo Indra
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4528

Abstract

Human resources are considered one of the most crucial assets for ensuring long-term sustainability and competitiveness of any organization or company. Employees who deliver high-quality performance make a significant impact on the company’s growth and success. Recognizing this importance, this study presents a conceptual model to understand the key factors influencing employee performance within organizational settings. The model examines the effects of communication, work environment, incentives, leadership style, and motivation on employee performance. This conceptual framework was developed based on a systematic literature review conducted in accordance with the PRISMA 2020 guidelines to ensure transparency and methodological rigor. Relevant studies published between 2016 and 2024 were evaluated based on predefined inclusion and exclusion criteria. The findings suggest that effective communication, supportive work environments, properly designed incentive systems, and appropriate leadership styles work together to enhance employee motivation, ultimately improving performance outcomes. These results imply that organizations should prioritize communication training, develop conducive workplace conditions, implement fair and achievable incentive structures, and adopt leadership approaches that strengthen both extrinsic and intrinsic motivation. Collectively, these implications highlight the importance of integrating organizational, psychological, and managerial strategies to optimize employee performance and long-term organizational success.
Co-Authors Irmawan Rahyadi Mirelle Patricia Felicita Ardyan Valen Vincentia Sherren