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Abstract

Key Opinion Leader s are individuals who have great influence in a particular industry or community, especially in the context of marketing and promotions. The aim of this research is to analyze marketing communication strategies in building brand awareness of local Indonesian beauty products. The method used is qualitative descriptive research with an interactive analysis technique approach in analyzing data. Data collection was carried out by interviews, observations and documentation studies. The research results show that the marketing communication strategy combines several existing strategies, namely KOL selection strategy, creative content creation, unboxing content with PR packages, and hard selling content.

Keywords

Key Opinion Leaders Strategy Marketing communication Beauty product Branding

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biography

Silvia Nevane Paramasari, Universitas Kristen Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Kristen Indonesia, Jakarta, Indonesia

How to Cite
Paramasari, S. N. (2024). The Use of Beauty Key Opinion Leaders to Build brand awareness of Indonesian Beauty Products. Kinesik, 11(2), 161-171. https://doi.org/10.22487/ejk.v11i2.1359

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