Strategi Pemanfaatan Key Opinion Leader (KOL) dalam Komunikasi Pemasaran Coffee Shop Lokal di Yogyakarta

Abstract

This study aims to analyze the marketing strategies employed by local coffee shops in Yogyakarta through the utilization of Key Opinion Leaders (KOLs). The study is motivated by the increasing competition within the coffee shop industry and the growing shift toward social media-based digital marketing. This research adopted a qualitative descriptive approach using case studies of several local coffee shops. Data were collected through in-depth interviews, observation, and documentation. The findings reveal that the utilization of KOLs has become an integral component of marketing strategies, implemented through endorsement, barter collaborations, and invitation-based visits. The selection of KOLs prioritizes audience alignment and engagement rates rather than follower counts. Furthermore, KOLs contribute to building consumer trust, enhancing brand awareness, and stimulating purchase interest. However, several challenges remain, including budget constraints and mismatches between content and brand identity. This study contributes to the development of digital marketing communication strategies, particularly for local coffee shop businesses.