Peran Partai Politik Dan Kandidat Dalam Membentuk Pilihan Rasional Pada Pemilihan Bupati Dan Wakil Bupati Kabupaten Buton Tengah Tahun 2024

Abstract

This study aims to discover how collaboration with micro and macro KOL is carried out in a Public Relations campaign by Loyure.id, a local fashion brand, in building brand reputation. The problem arises when the PR campaign is not aligned with the feminine brand image due to the selection of KOLs that do not reflect the target audience. This research uses a descriptive qualitative method through interviews with brand owners, KOL Specialists, and FGDs with consumers. The results show that micro and macro KOLs have different but complementary roles: Micro KOLs build personalized and authentic engagement, while macro KOLs quickly provide broad reach and shape brand image. Their collaboration is considered strategic in shaping a strong and consistent reputation, especially in the competitive fashion industry. The selection of KOLs considers the compatibility of personal image with brand values to make the campaign message relevant and accepted by the audience. The findings confirm the importance of an adaptive, collaborative approach in social media-based PR strategies.