Muafiq, Muhamad Choirul and Eka Ratri Noor W,, S.Si, M.Si, M.Sc (2024) Pemanfaatan Penggunaan Key Opinion Leader (KOL) Pada Peningkatan Brand Awareness Terhadap Akun E-commerce Shopee RRGraph Design Malang. Diploma thesis, Universitas Brawijaya.
Abstract
Masuknya era Society 5.0 menandai pentingnya optimasi teknologi dalam menjaga keseimbangan antara kemajuan ekonomi dan penyelesaian masalah sosial. Fenomena E-commerce yang meningkat menunjukkan potensi bisnis di Indonesia, dengan Shopee sebagai salah satu platform terbesar. RRGraph Design, sebuah perusahaan desain grafis di Malang, menjual produk digitalnya melalui Shopee. Dalam kompetisi E-commerce, strategi pemasaran dengan menggunakan KOL menjadi kunci untuk meningkatkan visibilitas produk dan kesadaran merek. KOL, yang memiliki pengaruh besar dalam opini publik dan keputusan pembelian, sering digunakan dalam pemasaran digital untuk memperluas jangkauan audiens dan meningkatkan penjualan. Projek ini bertujuan untuk memberikan pemahaman yang lebih baik tentang bagaimana memanfaatkan KOL secara efektif dalam bisnis E-commerce, khususnya bagi RRGraph Design Malang. Strategi pemanfaatan Key Opinion Leader (KOL) digunakan untuk meningkatkan brand awareness di Shopee oleh RRGraph Design Malang. Identifikasi tujuan kampanye penting untuk merancang strategi efektif, dengan fokus pada brand awareness dan peningkatan traffic kunjungan pada akun shopee RRGraph. Analisis target audiens dilakukan untuk memahami audiens yang ingin dijangkau, termasuk desainer grafis, pelaku bisnis, karyawan, dan pelajar. Pemilihan KOL berdasarkan relevansi, engagement rate, dan reputasi. Tahapan kerjasama dengan influencer melibatkan listing, targeting, approaching, discussing, dealing, drafting, posting, dan result. Hasil strategi menunjukkan peningkatan brand awareness dan penjualan, namun kualitas konten influencer yang kurang menarik dapat mempengaruhi respons audiens.
English Abstract
The emergence of the Society 5.0 era marks the importance of technological optimization in maintaining a balance between economic advancement and addressing social issues. The increasing phenomenon of E-commerce indicates the business potential in Indonesia, with Shopee being one of the largest platforms. RRGraph Design, a graphic design company in Malang, sells its digital products through Shopee. In the E-commerce competition, marketing strategies using KOL (Key Opinion Leaders) become key to enhancing product visibility and brand awareness. KOLs, who have significant influence on public opinion and purchasing decisions, are often utilized in digital marketing to expand audience reach and boost sales. This project aims to provide a better understanding of how to effectively utilize KOLs in E-commerce businesses, particularly for RRGraph Design in Malang. The strategy of leveraging Key Opinion Leaders (KOLs) is used to increase brand awareness on Shopee by RRGraph Design in Malang. Identifying campaign objectives is crucial for designing effective strategies, with a focus on brand awareness and increasing traffic to RRGraph's Shopee account. Audience analysis is conducted to understand the target audience , including graphic designers, business professionals, employees, and students. KOL selection is based on relevance, engagement rate, and reputation. The stages of collaboration with influencers involve listing, targeting, approaching, discussing, dealing, drafting, posting, and results. The strategy results in increased brand awareness and sales, although the quality of influencer content, which may be less appealing, can affect audience response.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052417 |
| Uncontrolled Keywords: | Kesadaran merek, Key Opinion Leader (KOL), RRGraph Desain, Shopee-Brand awareness, Key Opinion Leader (KOL), RRGraph Design, Shopee |
| Divisions: | Program Vokasi > D3 Teknologi Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 09 Sep 2024 06:16 |
| Last Modified: | 09 Sep 2024 06:16 |
| URI: | http://repository.ub.ac.id/id/eprint/225550 |
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