Kesesuaian Karakteristik Key Opinion Leader (KOL) terhadap Efektifitas NCT Dream sebagai KOL Somethinc
Article Sidebar
Main Article Content
Abstract
Public Relations plays an important role in managing corporate communications through public relations activities on social media which in practice currently involve many Key Opinion Leaders as a form of communication strategy because they are considered to have a strong influence in mediating messages to stakeholders. KOL have specific characteristics, namely an identity or feature that makes it easier for them to identify, among others; Familiarity, Trustworthiness and Expertiseness so that they are considered to have communication skills and strength in persuading the public. This study aims to (1) understand the influence of NCT Dream's characteristics on its effectiveness as Key Opinion Leader (KOL) Somethinc, and (2) find out how much influence NCT Dream's characteristics have on building its effectiveness as Key Opinion Leader (KOL) Somethinc. This research method uses a quantitative approach. Data collection was used with non-probability sampling with the criteria of active social media users who also follow the Somethinc social media account. The sampling technique uses a type of Convinience Sampling. The sample size of the study was calculated using the Lemeshow formula and obtained 100 respondents to be used as the research sample and analyzed using the testing phase including validity and reliability tests, structural modeling test (Structural Equation Modeling) using PLS. The results of this study indicate that the suitability of the KOL characteristics as assessed from the Familiarity, Trustworthiness and Expertiseness indicators can strongly explain the effectiveness of NCT Dream as KOL Somethinc.
Public Relations memegang peranan penting dalam mengelola komunikasi perusahaan melalui aktivitas kehumasan di media sosial yang dalam prakteknya saat ini banyak melibatkan Key Opinion Leader sebagai bentuk strategi komunikasi karena dianggap memiliki pengaruh kuat dalam memediasi pesan kepada pemangku kepentingan. KOL memiliki kekhasan karakteristik yaitu sebuah identitas atau ciri yang memudahkan mereka untuk identifikasi antara lain; Familiarity, Trustworthiness dan Expertiseness sehingga dianggap memiliki keterampilan komunikasi dan kekuatan dalam mempersuasi publik. penelitian ini bertujuan untuk (1) memahami pengaruh karakteristik NCT Dream terhadap efektitiasnya sebagai Key Opinion Leader (KOL) Somethinc, dan (2) mengetahui seberapa besar pengaruh karakteristik NCT Dream dalam membangun efektitiasnya sebagai Key Opinion Leader (KOL) Somethinc. metode penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data digunakan dengan nonprobability sampling dengan kriteria pengguna sosial media aktif yang juga mengikuti akun sosial media Somethinc. Teknik sampling menggunakan jenis Convinience Sampling. Ukuran sampel penelitian dihitung dengan rumus Lemeshow dan diperoleh 100 responden untuk digunakan sebagai sampel penelitian dan dianalisis dengan menggunakan tahap pengujian meliputi uji validitas dan reliabilitas, uji model struktural (Structural Equation Modelling) menggunakan PLS. Hasil penelitian ini menunjukkan bahwa kesesuaian Karakteristik KOL yang dinilai dari indikator Familiarity, Trustworthiness dan Expertiseness, secara kuat mampu menjelaskan Efektivitas NCT Dream sebagai KOL Somethinc.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Prologia Creative Commons Attribution-ShareAlike 4.0 International License.References
Adrianto, R., & Kurnia. (2021). Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand. Jurnal Riset Manajemen Komunikasi, 1(1), 54–60. https://doi.org/10.29313/jrmk.v1i1.117
Barbara Suha, & Kurnia. (2021). Social Media Activity dan Customer Experience dalam Membentuk Relationship Quality. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 4(2), 480–490. https://doi.org/10.37329/ganaya.v4i2.1346
Boonlertvanich, K., & Boonlertvanich, K. (2019). and wealth status Service quality , satisfaction , trust , and loyalty : the moderating role of main-bank and wealth status. https://doi.org/10.1108/IJBM-02-2018-0021
Cakici et al. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025
Chen, X., Ding, Z., Dong, Y., & Liang, H. (2021). Managing Consensus with Minimum Adjustments in Group Decision Making with Opinions Evolution. IEEE Transactions on Systems, Man, and Cybernetics: Systems, 51(4), 2299–2311. https://doi.org/10.1109/TSMC.2019.2912231
Cheng, J.-C. (2019). Social media and Public Relations Ju-Chieh Cheng ENG103 Section 3 Date of Submission: 29. May.
Dwivedi, A., Johnson, L., Mcdonald, R. E., Spry, A., Pappu, R., & Bettina, T. (2011). Journal of Product & Brand Management Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity. Journal of Product & Brand Management Cornwell European Journal of Marketing, 24(6), 882–909. http://dx.doi.org/10.1108/JPBM-10-2014-0722%5Cnhttp://dx.doi.org/10.1108/03090561111119958
El Khoury, J., & Farah, D. (2018). Opinion Leaders in 2019- Advertising and Public Relations. International Journal of Arts & Sciences, 11(1), 451–460. https://login.ezproxy.lib.ukm.si/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=134369885&lang=sl&site=eds-live
Fauzia, K. Z., & Purnama, H. (2021). Pengaruh Terpaan Pesan Digital Key Opinion Leaders Terhadap Citra Merek Perusahaan Fotografi Muslim Aspherica. EProceedings …, 8(4), 4213–4231. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/15409
Feradhita. (2021). Mengenal Peran Penting Key Opinion Leader dalam Pemasaran. https://www.logique.co.id/blog/2021/06/30/key-opinion-leader/
Girsang, C. N. (2020). Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital. Ultimacomm: Jurnal Ilmu Komunikasi, 12(2), 206–225. https://doi.org/10.31937/ultimacomm.v12i2.1299
Google Trends. (2022). https://trends.google.com/trends/explore?q=somethinc&geo=ID
Gurupendidikan. (2022). Pengertian Teori Komunikasi. www.gurupendidikan.co.id/teori-komunikasi/
Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
Ma, X., & Fan, X. (2022). A review of the studies on social media images from the perspective of information interaction. Data and Information Management, 6(1), 100004. https://doi.org/10.1016/j.dim.2022.100004
Martinelli, R. (2020). Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press Release.
Net Media Ltd. (2021). KOL Marketing in 2021 and Why It Is Effective. https://www.asiapacdigital.com/digital-marketing-insight/why-kol-marketing-is-effective
Poethrycendrawan, Karina & Utami (2022). Penggunaan Media Sosial Tinder Dan Fenomena Pergaulan Bebas Di Indonesia. Koneksi, 6 (2), 145. https://doi.org/10.24912/kn.v6i2.15720
Qadaruddin, M. (2013). Teori komunikasi media massa. Teori Komunikasi Media Massa, 1996, 1. http://repository.iainpare.ac.id/1170/1/TEORI KOMUNIKASI MEDIA MASSA .pdf
Scher, J. U., & Schett, G. (2021). Key opinion leaders — a critical perspective. Nature Reviews Rheumatology, 17(2), 119–124. https://doi.org/10.1038/s41584-020-00539-1
Sciences, H. (2016). Public Relations dan fungsi public relations. 4(1), 1–23.
Somethinc.com. (2022). https://somethinc.com/id/nct
Sonya Friesen. (2019). WHEN A KOL IS ESSENTIAL TO A SUCCESSFUL PR STRATEGY. https://canada.mslgroup.com/when-a-key-opinion-leader-is-essential-to-a-successful-strategy/
Tambunan, N. (2018). Pengaruh Komunikasi Massa Terhadap Audiens. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 4(1), 24. https://doi.org/10.31289/simbollika.v4i1.1475
Thomas, V. L., & Fowler, K. (2015). More isn’t always better: Exploring the influence of familiarity when using multiple celebrity endorsers. Journal of Promotion Management, 21(2), 208–223. https://doi.org/10.1080/10496491.2014.996798
Xiong, L., Cho, V., Law, K. M. Y., & Lam, L. (2021). A study of KOL effectiveness on brand image of skincare products. Enterprise Information Systems, 15(10), 1483–1500. https://doi.org/10.1080/17517575.2021.1924864
Yuanita, D. (2021). pada komunikasi krisis perusahaan. 6(1), 23–44.
Zhao, F., & Kong, Y. (2017). Discovering Social Network Key Opinion Leaders Based Psychology Theory in Social. 9, 43–49.
Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding influence power of opinion leaders in e-commerce networks: An opinion dynamics theory perspective. Information Sciences, 426, 131–147. https://doi.org/10.1016/j.ins.2017.10.031