Tren Penggunaan Key Opinion Leaders Sebagai Media Komunikasi Pemasaran dalam Bidang Kecantikan
DOI:
https://doi.org/10.35870/jtik.v9i4.4119Keywords:
Key Opinion Leaders, Marketing Communication, Beauty IndustryAbstract
This study focuses on the use of Key Opinion Leaders (KOL) as a marketing communication strategy in the beauty industry. The aim is to understand the role of KOL in increasing brand awareness, building consumer trust, and driving purchasing decisions. This study uses qualitative methods with interviews and literature studies to explore the experiences of several beauty brands in Indonesia such as Rayya Beauty, Glowsicha, and Grace and Glow. The results show that KOLs are effective in conveying brand messages authentically through creative content such as product reviews. Selecting KOLs that are in line with brand values and audiences is the key to success. Conclusion of this study is KOLs play an important role in supporting digital marketing despite challenges such as changes in social media trends.
Downloads
References
Alfitra, M., Aprilina, R., & Hidayat, R. (2024). Tinjauan Key Opinion Leader Dan Loyalitas Pelanggan Pada Café Taman Utara Tahun 2023. eProceedings of Applied Science, 10(5).
Anggraini, F., & Ahmadi, M. A. (2025). Pengaruh influencer marketing terhadap keputusan pembelian produk kecantikan di kalangan generasi Z: Literature review. Journal of Management and Creative Business, 3(1), 62-73. https://doi.org/10.30640/jmcbus.v3i1.3450.
Armiani, F., Akmalia, P., Mahardika, R., & Permana, E. (2024). Strategi Pemasaran Digital Produk Scarlett Whitening dalam Meningkatkan Penjualan. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(3), 1081-1089. https://doi.org/10.47467/elmal.v5i3.4225.
As-Syahri, H. (2024). Peranan Influencer Marketing Sebagai Strategi Pemasaran Digital 5.0. Socius: Jurnal Penelitian Ilmu-Ilmu Sosial, 1(12). https://doi.org/10.5281/zenodo.12783992.
Baharsyam, S., & Wahyuti, T. (2022). Strategi Penggunaan Key Opinion Leader (KOL) Di Media Sosial Untuk Meningkatkan Brand Awareness Produk Sania Royale Soya Oil. Konvergensi: jurnal ilmiah ilmu komunikasi, 3(1). https://doi.org/10.51353/kvg.v3i1.612.
Gifty, H. P., & Nugrahani, R. U. (2024). Strategi Komunikasi Pemasaran Brand Skintific Melalui Media Sosial Tiktok@ Skintific_Id. eProceedings of Management, 11(6).
Judijanto, L., Setiawan, Z., Saputra, R., Sarwono, D. A., Marbun, M. R., Permatasakti, D., ... & Ramadhan, H. (2024). Personal Branding: Membangun Citra Positif dalam Persaingan Global. PT. Sonpedia Publishing Indonesia.
Kania, D. D., Ramadia, D., Darmariani, M. K., Lestari, N. T., Safrila, A., Afriyani, N. S., & Maryati, E. (2024). Literatur Review Perbandingan Strategi Pemasaran Berbasis Nilai Pelanggan Studi Komparatif pada Brand ESQA Cosmetics dan Rose All Day Cosmetics.
Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador dan Loyalitas Penggemar terhadap Brand Image Scarlett di Media Sosial Tiktok. Studi Ilmu Manajemen dan Organisasi, 5(1), 55-76.
Pertiwi, L. B., Anindhita, W., & Safitri, D. (2024). Analisis strategi komunikasi brand equity Wardah Beauty melalui video kampanye ‘Colorfit Ultralight Matte Lipstick’ Korea edition di Instagram. Komuniti: Jurnal Komunikasi dan Teknologi Informasi, 16(2), 303–331.
Prawesti, P., & Azhar, A. (2024). Analysis Of Strategies For Changing Negative Personal Images Into Positive Images On Celebgrams. Jurnal Fokus Manajemen, 4(1), 151-164. https://doi.org/10.37676/jfm.v4i1.5836.
Rani, N. L. R. M., Irmawanti, F., Raharjo, R. S., & Pamungkas, A. (2024). Analisis Program Key Opinion Leader Collaborations dalam Promosi Brand MORAZEN Yogyakarta. Jurnal Komunikasi Pemberdayaan, 3(2), 69-86. https://doi.org/10.47431/jkp.v3i2.437.
Sanapang, G. M., Monalisa, M., Syam, A., Ardyan, E., & Perdana, C. C. (2025). Digital Marketing: Strategy & Inovasi Pemasaran Digital. PT. Green Pustaka Indonesia.
Suprayitno, D., Irmadiani, N. D., Munizu, M., Muchayatin, M., Mawarni, I., Saktisyahputra, S., ... & Erwin, E. (2024). Manajemen Pemasaran: Teori dan Strategi. PT. Green Pustaka Indonesia.
Syah, R., & Rasmini, M. (2023). Memanfaatkan akuisisi key opinion leader (KOL) untuk meningkatkan efektivitas program Lazaffiliate di Lazada: Tinjauan dalam konteks pasar online Indonesia. Jurnal Ilmiah Wahana Pendidikan, 9(21), 684-694. https://doi.org/10.5281/zenodo.10086966.
Wibowo, B. A. A., & Islami, M. C. P. A. (2025). Optimizing Organic Digital Marketing Strategy for Social Media Instagram Arirang with the Engagement Rate and Followers Growth Method: Optimalisasi Strategi Pemasaran Digital Organik terhadap Sosial Media Instagram Arirang dengan Metode Engagement Rate dan Followers Growth. JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat), 9(1), 183-188.
Widyadhana, A. J. (2023). Analisis Pengaruh Makro Influencer Dan Mikro Influencer Dalam Kol (Key Opinion Leader) Marketing Terhadap Brand Awareness Skintific. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(4), 62-75. https://doi.org/10.30640/inisiatif.v2i4.1412.
Yudhyani, E. (2024). Strategi Pemasaran Berbasis Media Sosial dan Dampaknya terhadap Brand Awareness. Prosiding FRIMA (Festival Riset Ilmiah Manajemen Dan Akuntansi), 1(7), 1559-1568.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Aurelia Ayudila Ageng, Chintia Marcelly Nabela, J. A. Wempi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
