Strategi Pemanfaatan Key Opinion Leader (KOL) sebagai Media Promosi Digital Jagat Satwa Nusantara

Abstract

The utilization of social media has encouraged companies to use Key
Opinion Leaders (KOLs) as one of their digital promotional strategies to increase
brand awareness. Jagat Satwa Nusantara, as an educational tourism destination
focused on wildlife conservation, has also implemented this strategy through
collaborations with KOLs on social media. This study aims to analyze the strategy
of utilizing Key Opinion Leaders (KOLs) as a digital promotional medium for Jagat
Satwa Nusantara and its impact on brand awareness. This research uses a
descriptive method with a qualitative approach. Data collection techniques were
conducted through in-depth interviews, observation, documentation, and literature
study. The research informants consisted of the Marketing Communication
Supervisor, the KOL Specialist of Jagat Satwa Nusantara, and one KOL who had
previously collaborated with the company.The research analysis applies Tuti’s
theory of KOL characteristics, which includes familiarity, trustworthiness, and
expertiseness, as well as Kotler and Armstrong’s theory of digital promotional
media, which covers advertising, sales promotion, personal selling, direct and digital
marketing, and public relations.The results of the study show that Jagat Satwa
Nusantara selects KOLs based on niche relevance, audience characteristics,
content performance, and engagement rate. The utilization of KOLs is most
dominantly applied in the elements of advertising and public relations, supported by
sales promotion and direct and digital marketing. Collaboration with KOLs has
successfully expanded information reach, increased audience interaction, and
strengthened the brand awareness of Jagat Satwa Nusantara, as supported by the
high number of views, reach, and engagement on promotional content on
Instagram.