Strategi Keterlibatan Key Opinion Leaders dalam Kampanye Public Relations di Indonesia

Yulianne Safitri, Sari Ramadanty

Abstract


Peran influencer marketing atau yang disebut dalam ranah professional Key Opinion Leaders (KOLs) menjadi salah satu poin yang diperhitungkan dalam penyampaian pesan kampanye melalui media social yang dilakukan oleh Brand Communication, khususnya untuk menarik awareness khalayak. Penelitian ini bertujuan untuk mengetahui strategi Brand Communication dalam mengelola influencer marketing (KOLs) dalam kampanye media social di Indonesia. Metode Penelitian yang digunakan adalah metode kualitatif dengan melakukan wawancara Dept-Interview dengan 10 orang informan yang menggunakan influencer marketing (KOL’s) dalam mengkampayekan produk melalui media social. Teknik validasi yang dipergunakan adalah wawancara pengamat dan pakar social media. Lebih lanjut penelitian ini diharapkan dapat menjadi penelitian baru dalam perkembangan penggunaan media social pada penerapan kegitan Digital Public Relations di Indonesia. Hasil penelitian ini adalah menunjukkan strategi efektif untuk melakukan kampanye media sosial dengan menggunakan influencer marketing (key opinion leaders) di Indonesia.


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DOI: https://doi.org/10.25008/wartaiski.v2i02.35





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Sekretariat Redaksi JURNAL WARTA Ikatan Sarjana Komunikasi Indonesia (ISKI) 
Jl. Hang Lekir I No. 8 Jakarta Selatan C/Q Lembaga Penelitian dan Pengabdian kepada Masyarakat UPDM(B)

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Email                  : rajab.ritonga@dsn.moestopo.ac.id
Call/Whatsapp : +62811133471

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Indexed by: 
Google Scholar    

Copyright of Jurnal Warta Ikatan Sarjana Komunikasi Indonesia (p-ISSN : 0853-4470)
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


Sekretariat Redaksi JURNAL WARTA Ikatan Sarjana Komunikasi Indonesia (ISKI) 
Jl. Hang Lekir I No. 8 Jakarta Selatan C/Q Lembaga Penelitian dan Pengabdian kepada Masyarakat UPDM(B)

Contact Person: Dr. Rajab Ritonga, M.Si
Email                  : rajab.ritonga@dsn.moestopo.ac.id
Call/Whatsapp : +62811133471