Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0 | Jurnal Informatika Ekonomi Bisnis

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Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0

Nita Ilmiyatul Lailiyah Institut Teknologi Sains dan Kesehatan Sugeng Hartono DOI: https://doi.org/10.37034/infeb.v5i4.576 Keywords: Key Opinion Leader, Influencer, Marketing Strategy, Digital, Social Era 5.0 Abstract The Social Era 5.0 presents significant changes in the marketing strategies used by companies in interacting with consumers. In this era, the role of Key Opinion Leaders (KOL) is becoming increasingly important in influencing consumer behavior and achieving company marketing objectives. Companies should focus on using digital platforms, social media and other new technologies to reach their target audience. The role of KOL is also very important in the Social Era 5.0 marketing strategy. KOL has great influence on digital platforms and can influence consumer preferences. Through their endorsements, product reviews and recommendations, KOL can help companies expand market reach and build consumer trust. Companies need to forge strong partnerships with KOLs relevant to their industry to achieve optimal marketing results. The Social 5.0 era requires companies to adopt marketing strategies that suit current technological characteristics and trends. By leveraging the latest digital and technology platforms, and forging strong partnerships with KOL, companies can achieve marketing success in this Social 5.0 Era. The data collection methods used in this research include identifying, evaluating, interpreting and searching for literature from various reliable sources such as reviewing journals related to the methods used both accredited local, national and international journals. The articles referred to in this study totaled 21 journal articles published from 2018-2022. Researchers collected the 20 articles from several journal search websites such as; google scholar, Crossref, and IEEE with the keywords Key Opinion Leader, Digital Marketing Strategy, and Social Era 5.0. Downloads Download data is not yet available. References Sanny, L., Putra, K., Widjaya, W., & Kelana, B. (2021). Strategy of Digital Marketing Company That Serve SME in Pandemic Era. Proceedings of the 2nd International Conference of Mental Health. DOI: https://doi.org/10.5220/0011243700003376 . Fajriatin, K., & Gafur, A. (2021). Perception And Attitude Of Students To Character Education Towards Society 5.0 Era. Educational Innovation in Society 5.0 Era: Challenges and Opportunities, 27–30. DOI: https://doi.org/10.1201/9781003206019-5 . Ramdhan, W., Nofriadi, N., & Dahriansyah, D. (2022). Masyarakat Bijak dalam Memanfaatkan Sosial Media di Era Society 5.0. Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat, 1(2), 159-164. DOI: https://doi.org/10.54314/jpstm.v1i2.771 . Triyanto, T. (2020). Peluang dan Tantangan Pendidikan Karakter di Era Digital. Jurnal Civics: Media Kajian Kewarganegaraan, 17(2), 175–184. DOI: https://doi.org/10.21831/jc.v17i2.35476 . Rumapea, M. E. M. (2019). Tantangan Pembelajaran Musik Pada Era Digital. Gondang: Jurnal Seni dan Budaya, 3(2), 101. DOI: https://doi.org/10.24114/gondang.v3i2.13168 . Widiyawati, Y., Ningsih, C. D. S., Lestari, F., & Pramita, G. (2022). Analisis Pengaruh Belanja Online terhadap Perilaku Perjalanan Belanja Dimasa Pandemi Covid-19. JICE (Journal of Infrastructural in Civil Engineering), 3(02), 25. DOI: https://doi.org/10.33365/jice.v3i02.2151 . Ting, C., Chang, C., Shen, C., & Zhang, X. (2022). Exploratory Analysis of Factors Affecting Levels of Online Shopping in the COVID-19. Proceedings of the International Conference on Big Data Economy and Digital Management. DOI: https://doi.org/10.5220/0011349900003440 . Zaki, M. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Manajemen Dan Inovasi (MANOVA), 1(2), 14–23. DOI: https://doi.org/10.15642/manova.v1i2.350 . Pratama Afrianto, A., & Irwansyah, I. (2021). Eksplorasi Kondisi Masyarakat dalam Memilih Belanja Online Melalui Shopee Selama Masa Pandemi Covid-19 Di Indonesia. Jurnal Teknologi dan Sistem Informasi Bisnis, 3(1), 10–29. DOI: https://doi.org/10.47233/jteksis.v3i1.181 . Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2). DOI: https://doi.org/10.12962/j23373539.v9i2.56728 . Irawan, A., & Misbach, I. (2020). Pengaruh Viral Marketing dan Endorser terhadap Keputusan Pembelian dengan Brand Awareness sebagai Variabel Intervening. Management and Business Review, 4(2). DOI: https://doi.org/10.21067/mbr.v4i2.5182 . Jahnke, M. (2021). Influencer Marketing – eine Bestandsaufnahme. Influencer Marketing, 1–21. DOI: https://doi.org/10.1007/978-3-658-31892-5_1 . 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). DOI: https://doi.org/10.51353/kvg.v3i1.612 . Yuanita, D. (2021). Peran Key Opinion Leader dalam Strategi Public Relations Pada Komunikasi Krisis Perusahaan. Profesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat, 6(1), 23. DOI: https://doi.org/10.24198/prh.v6i1.29693 . Jacksen, J., Susanto, E. H., & Pandrianto, N. (2021). Analisis Key Opinion Leaders di Media Sosial dalam Membentuk Opini Khalayak. Koneksi, 5(1), 90. DOI: https://doi.org/10.24912/kn.v5i1.10170 . Nurulita, F. S., & Primadini, I. (2021). Peran Key Opinion Leader dalam Pemasaran Film Bertema Kekerasan Seksual. Jurnal Komunikasi Profesional, 5(2). DOI: https://doi.org/10.25139/jkp.v5i2.3630 . Dewi Setiawati, S., Retnasary, M., Fitriawaty, D., & Oktaviani, F. (2018). Use of Key Opinion Leader Non Public Figure in Persuasive Audiences. Proceedings of the 1st International Conference on Recent Innovations. DOI: https://doi.org/10.5220/0009946825542560 . Wu, Y. (2022). Key Opinion Leader Marketing Used by Chinese Makeup Brands. Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022). DOI: https://doi.org/10.2991/assehr.k.220504.323 . Chen, X., Ji, L., Jiang, L., Miao, S., & Shi, C. (2020). More Bang for Your Buck: Effective Kol Marketing Campaign in Emerging Short-Video Markets. SSRN Electronic Journal. DOI: https://doi.org/10.2139/ssrn.3655819 . Xiong, L., Cho, V., Law, K. M., & Lam, L. (2021). A Study of KOL Effectiveness On Brand Image of Skincare Products. Enterprise Information Systems, 15(10), 1483–1500. DOI: https://doi.org/10.1080/17517575.2021.1924864 . He, N. (2022). The Study of KOL Marketing on the Purchase Intention of Guizhou Consumers’ Beauty Brands in the Era of Self-Media. Learning & Amp; Education, 10(8), 119. DOI: https://doi.org/10.18282/l-e.v10i8.3083 .	Download Published 2023-09-19 Issue Vol. 5, No. 3 (September 2023) Section Articles How to Cite Lailiyah, N. I. (2023). Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0. Jurnal Informatika Ekonomi Bisnis, 5(3), 1055-1058. https://doi.org/10.37034/infeb.v5i4.576 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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