{"id":766,"date":"2019-10-09T13:02:28","date_gmt":"2019-10-09T06:02:28","guid":{"rendered":"http:\/\/bbs.binus.ac.id\/international-marketing\/?p=766"},"modified":"2019-10-09T13:02:28","modified_gmt":"2019-10-09T06:02:28","slug":"membangun-merek-dan-relasi-konsumen-dengan-kol-key-opinion-leader-part-2","status":"publish","type":"post","link":"https:\/\/bbs.binus.ac.id\/gbm\/2019\/10\/09\/membangun-merek-dan-relasi-konsumen-dengan-kol-key-opinion-leader-part-2\/","title":{"rendered":"Membangun merek dan relasi konsumen dengan KOL &#8211; Key Opinion Leader (Part 2)"},"content":{"rendered":"<p style=\"text-align: justify\"><strong>Oleh:\u00a0Sylvia (Student of International Marketing) &amp;\u00a0Aryo Bismo (Faculty Member of International Marketing)<\/strong><\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\">Kelebihan yang didapatkan melalui kerjasama KOL cukup signifikan dibanding dengan strategi pemasaran umunya di Instagram \u00a0<em>Key opinion leader <\/em>(KOL) <em>and influencer marketing: Power to the People!<\/em> (2017), disebutkan bahwa KOL dalam berbagai jenis media <em>platform<\/em> dapat lebih memperkuat pesan <em>brand<\/em>, mengikat faktor <em>customer engagement, <\/em>dan memperbanyak <em>feedback followers<\/em>.<\/p>\n<p style=\"text-align: justify\">Dalam jurnal Abdullah dan Siraj, S. (2016) tertera bahwa <em>customer engagement<\/em> adalah suatu hal penting dalam strategi untuk menghasilkan peningkatan <em>brand equity<\/em> (Passikoff dan Schultz , 2007). Dalam jurnal Bunpis, Laila dan Haron, Mahmod S. (2018), disebutkan bahwa e<em>ngagement<\/em> pelanggan secara <em>online <\/em>merupakan suatu bentuk interaksi yang terus menerus antara perusahaan dengan pelanggan. Hal tersebut dapat meningkatkan dimensi-dimensi <em>brand equity<\/em>, termasuk <em>brand awareness <\/em>dan <em>brand associations <\/em>(Aaker , 1996).<\/p>\n<p style=\"text-align: justify\">Jockey Indonesia merupakan salah satu <em>brand fashion<\/em> <em>active wear <\/em>dan <em>underwear <\/em>asal Amerika yang dipegang oleh PT Delamibrands Kharisma Busana di Indonesia. Berdasarkan hasil wawancara peneliti dengan Bapak Ludy Paat selaku <em>marketing communication general manager<\/em> PT Delamibrands Kharisma Busana, didapatkan bahwa masalah yang dialami <em>brand<\/em> Jockey Indonesia adalah rendahnya <em>engagement<\/em> <em>followers <\/em>terhadap akun Instagram Jockey Indonesia (@Jockey_id) dengan menggunakan strategi kerjasama KOL. Melalui Pixlee.com (2018), <em>engagement<\/em> dapat diartikan sebagai tingkat keterlibatan sosial seseorang di komunitas seperti yang didefinisikan oleh setidaknya satu &#8220;<em>like<\/em>&#8221; atau &#8220;<em>comment<\/em>&#8221; pada posting-an.<\/p>\n<p style=\"text-align: justify\">Melalui rumus Julian (2018), besar <em>engagement<\/em> rata-rata Jockey Indonesia pada bulan September \u2013 Oktober 2018 diketahui sebesar 3.31% dimana masih tergolong rendah. Bagaimana pengaruh yang dihasilkan oleh KOL? Apakah KOL yang digunakan oleh Jockey Indonesia sudah memiliki kualifikasi yang tepat terhadap <em>followers<\/em>-nya?<\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\"><strong>Referensi:<\/strong><\/p>\n<p style=\"text-align: justify\">Abdullah, &amp; Siraj, S. (2016). Brand Equity through Customer Engagement in Social Media: A Critical Review. <em>IOSR Journal of Business and Management (IOSR-JBM) <\/em>.<\/p>\n<p style=\"text-align: justify\">Bunpis, L., &amp; Haron, M. S. (2018). The Influence of Content Marketing on Customer Brand Engagement towardsOnline herbal cosmetic Store in Thailand. <em>Universiti Sains Malaysia<\/em>.<\/p>\n<p style=\"text-align: justify\">Julian. (2018). Retrieved from What is a good engagement rate on Instagram?: <a href=\"https:\/\/www.reachbird.io\/magazine\/en\/what-is-a-good-engagement-rate-on-instagram\/\">https:\/\/www.reachbird.io\/magazine\/en\/what-is-a-good-engagement-rate-on-instagram\/<\/a><\/p>\n<p style=\"text-align: justify\"><a href=\"https:\/\/blog.innity.com\/2017\/03\/key-opinion-leaders-kol-and-influencer-marketing-power-to-the-people\/\">https:\/\/blog.innity.com\/2017\/03\/key-opinion-leaders-kol-and-influencer-marketing-power-to-the-people\/<\/a><\/p>\n<p style=\"text-align: justify\">Pixlee.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oleh:\u00a0Sylvia (Student of International Marketing) &amp;\u00a0Aryo Bismo (Faculty Member of International Marketing) Kelebihan yang didapatkan melalui kerjasama KOL cukup signifikan dibanding dengan strategi pemasaran umunya di Instagram \u00a0Key opinion leader (KOL) and influencer marketing: Power to the People! (2017), disebutkan bahwa KOL dalam berbagai jenis media platform dapat lebih memperkuat pesan brand, mengikat faktor customer [&hellip;]<\/p>\n","protected":false},"author":34,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-766","post","type-post","status-publish","format-standard","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/posts\/766","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/comments?post=766"}],"version-history":[{"count":0,"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/posts\/766\/revisions"}],"wp:attachment":[{"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/media?parent=766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/categories?post=766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bbs.binus.ac.id\/gbm\/wp-json\/wp\/v2\/tags?post=766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}