Marketing Development: A Study of Food and Beverages Business Promotion Using Key Opinion Leader (KOL) Method

Description

This study analyzes the impact of KOL collaborations on the promotion of F&B businesses, identifying the key factors that contribute to their success. Using a qualitative descriptive methodology, the research highlights that credible and relatable KOLs can significantly enhance brand awareness, consumer engagement, and purchase intentions. Furthermore, the study discusses how strategic KOL selection, content creativity, platform choice, and audience alignment are crucial for achieving higher marketing effectiveness and Return on Investment (ROI).

Steps to reproduce

Researchers can investigate and describe complex and multifaceted phenomena. Data in qualitative research can be interpreted as data that is present or expressed in the form of words, narratives, and images. The purpose of qualitative descriptive research is to provide an overview of events or to find and explain phenomena that occur. Observation, interviews, and literature studies are the methods of collection in this study.

Institutions

• Bina Nusantara University

  DKI Jakarta, West Jakarta

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