Use of Key Opinion Leader Non Public Figure in Persuasive

Audiences

Sri Dewi Setiawati

, Maya Retnasary

, Dini Fitriawaty

and Femi Oktaviani

Universitas BSI, Indonesia, Sekolah Internasional street number 1 – 6 Antapani, Bandung, Indonesia

Keywords: Key Opinion Leader, Influencer, Small Medium enterprise

Abstract: The use of Key Opinion Leader (KOL) strategy is now a widely used strategy in marketing. KOL Usually use

public figure, because it is easier to influence audiences. The effective role of KOL is not only affecting but

also changing the behaviour of the audience. KOL affects a mass audience of the behaviours and messages it

distributes. Especially now the rampant use of marketing strategies through social media. Similarly, this study

aim to knowing the implementation of KOL strategy at the level of SMEs in influencing the audience. To

study the problem, it is used case study method, in order to conduct in-depth assessment. This research yields

some findings that SMEs business actors can be KOL for their own products, and influence their audiences

even though not a public figure. Non-public figure KOL way to influence the audience by building personal

branding on the perpetrators of SMEs associated with the product. Also make sure that KOL has more

knowledge than its audience. Then build a network to disseminate information related to products and SMEs

actors. In order to disseminate information is not too subjective and considered balanced so effective in

influencing audiences.

1 INTRODUCTION

The many phenomena of using a Key Opinion Leader

(KOL) as a marketing communication strategy, has a

role in influencing the public (T. W. Valente &

Pumpuang, 2007). The KOL strategy was initially

used in the marketing strategy of pharmaceutical

product marketing (Sismondo, 2015). In the

pharmaceutical industry the role of a doctor as a KOL

is very influential to his patients. In fact, sometimes

doctors are paid to become KOL in order to prescribe

the prescribed medication (Marketing, 2008).

Currently KOL is no longer used in the

pharmaceutical world alone, the massive

characteristic of KOL in influencing others is

persuasive as being effective in influencing

consumers in making purchasing decisions (Langner,

Hennigs, & Wiedmann, 2013). KOL characters that

can affect consumer opinions and behavior, even

KOL can build a new trend (Howard et al., 2000).

Especially in today's digital age, where consumers are

very easily influenced by references by others (Huhn,

Brantes Ferreira, Sabino de Freitas, & Leão, 2018).

The use of the KOL strategy typically uses a well-

known and massive figure like the famous artist or

character (Phan, Zubcsek, & Lu, 2015). Because they

usually have the ability to influence mass. In addition

to artists, in the digital age of KOL can also use

"selebgram" or a figure that many followers in social

media (Maghfiroh & Hapsari, 2014). The constraint

is that the cost of recruiting public figures as KOL is

enormous (Phan et al., 2015). It is considered

burdensome for the perpetrators of SMEs who have

limited capital for promotion, but SMEs also need to

do the strategy KOL. Especially in the digital age,

where everyone searches for information and

references via the internet, and disseminates

information to others, making the use of KOL has an

important role (Huhn et al., 2018). Therefore, the

perpetrators of SMEs make themselves as a KOL in

influencing consumers.

The use of internet through social media as a media

marketing communication strategy of SMEs is

considered most appropriate, because of the low cost

incurred (Derham, Cragg, & Morrish, 2011).

Supported by the use of social media that has a great

impact to disseminate information (Huhn et al.,

2018). Given the characteristics of society in the

2554

Dewi Setiawati, S., Retnasary, M., Fitriawaty, D. and Oktaviani, F.

Use of Key Opinion Leader Non Public Figure in Persuasive Audiences.

DOI: 10.5220/0009946825542560

In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 2554-2560

ISBN: 978-989-758-458-9

digital era that rely more on information accessed

through digital media. Neither is the marketing

communication strategy through highly effective

digital media especially supported by KOL strategy

(Chan, 2012). Based on the exposure, the focus

studied in this research is the strategy of SMEs actors

in using KOL in influencing consumers.

2 LITERATURE REVIEW

2.1 Key Opinian Leader (KOL)

Key opinion leader (KOL) or also known as

influencer, originated from word of mouth strategy

(Woods, 2016). KOL is an application of innovation

diffusion theory, both of which are the concept of

influencing audiences with new information (T.

Valente & Davis, 1999). Based on innovation

diffusion theory, that role of KOL is important to

influence its audience (Scott & Mcguire, 2017). This

is caused every message submitted by KOL is a

message that contains elements of innovation, in

order to more easily affect audiences. KOL is one

strategy that aims to influence others, especially

consumers (Phan et al., 2015). KOL is a figure where

every communication message it conveys can affect

the audience (T. W. Valente & Pumpuang, 2007).

KOL usually uses public figures in running its

strategy (Phan et al., 2015). This is because the public

figure already has a fan base that is easily influenced.

In today's digital age, KOL strategies are widely used

as marketing communications strategies (Huhn et al.,

2018). The magnitude of the influence of digital

media also affects consumer behavior (Messiaen,

2017). In the digital age, consumers are more

confident in suggestions submitted by others. So

KOL is considered more effective than the use of

advertising in mass media and other traditional

advertising media (Messiaen, 2017).

In Selecting KOL or influencer must be selective,

because not everyone can be made as KOL (Chan,

2012). If first we think of artists that can only affect

audiences, this time is no longer (Phan et al., 2015).

The development of the social media era gave birth to

new figures who were not well known in the mass

media, but had large followers or fans, calling them

celebgrams or vloggers (Maghfiroh & Hapsari,

2014). In spreading the message, KOL prefers

organic content. This means content that invites

audiences to interact directly with the brand used

(Chan, 2012). Characteristics of KOL that can affect

audiences by possessing a character who always

innovates in producing messages (Chan, 2012).

Messages produced by KOL must have a

demographically higher level than the recipient.

Personally KOL must be optimistic, gregarious, open

minded, always communicating in two directions,

bringing new innovations to be shared, and most

importantly having a narcissistic character in itself

(Langner et al., 2013). And most importantly that a

KOL should be well informed about the

characteristics of the information being disseminated

(Chan, 2012).

2.2 Development of Micro Small

Medium Enterprises

In 2012, the growth of SMEs in Indonesia reached

56,534,592. From that number, SMEs still face many

problems (Sarwono, 2015). First, the average of

SMEs in Indonesia is weak in management

(Setyawan Agus, Isa, Wajdi, Syamsudin, & Nugroho

Permono, 2015). This is because SMEs in Indonesia

have low human resources, visible from the minimum

number of SMEs who already use bookkeeping

methods in their business reports. Second, the

weakness of human resources also impact on the

character of SMEs in Indonesia is a bit bankable

(Setyawan Agus et al., 2015). This is what always

makes SME in Indonesia have problems with capital.

Third, there are still many SMEs in Indonesia who do

not have business entity as their business legality

(Ferri, Rosli, & Kader, 2012). Fourth, SMEs in

Indonesia still lack innovation both in terms of

product and marketing, which causes SMEs products

difficult to develop (Setyawan Agus et al., 2015). In

addition, marketing is still a constraint for SMEs in

Indonesia (Handayani, P. W., & Lisdianingrum,

2011). SMEs in Indonesia mostly in the marketing

process does not emphasize the brand but only on the

product (Handayani, P. W., & Lisdianingrum, 2011).

Although the products produced by SME have been

labeled, but the label is not done branding activities

(Irjayanti & Azis, 2012). SMEs in Indonesia are

difficult to establish differentiation (Handayani, P.

W., & Lisdianingrum, 2011). Because communities

in Indonesia happy to be a follower of a well-known

product. The marketing of SMEs products in

Indonesia is also constrained by the lack of

innovation in marketing the products, the use of social

media as a marketing communication strategy has not

been maximal (Handayani, P. W., & Lisdianingrum,

2011). Usually managed are the perpetrators of young

SMEs, because it used to interact with social media.

Thus, they can follow the digital consumer's habits

(Chan, 2012)..

Use of Key Opinion Leader Non Public Figure in Persuasive Audiences

2555

3 METHOD

This study was studied qualitatively by using multiple

case study methods with deep and narrow exploration

of unique phenomena about the role of KOL in SMEs.

Multiple case studies will produce some reference

data for the material of the phenomenon analysis

(Chetty, 1996). Case study is also a study done in

social sciences qualitatively to understand every

social phenomenon that occurs between human life

(Stake, 2014). Focus assessment using case studies

emphasizes the question of how and why (Chetty,

1996). Similarly, in this study more study questions

of why and how, so that the process in a phenomenon

more can be described. Assessment by in-depth

interview to every resource and documentation study.

In-depth interviews were conducted with resource

persons by building closeness in the relationship.

Because through the proximity of resources will be

more freely describe the information relating to

research data. And the most important in conducting

interviews informants do not feel being interrogated,

but the perceived resource is like being told by

denggan his friend.. The results of interviews and

documentation studies are then carried out data

reduction, to classify data through degree constructs.

With the technique of data validity using triangulation

of data both source, technique and time. The goal is

to make sure that the answer from the resource is

fixed, and not changeable. This study examines two

sub-discussions, the first strategy for choosing the

right KOL for SMEs. Second, the strategy of KOL in

persuasive and influence the audience. Informants in

this peneiltian are the perpetrators of SMEs in the city

of Bandung, the SMEs Products Zanana, Sheika

Hijab, and Hijra Moslem Apparel, Smith who

successfully use the strategy of KOL in marketing its

products.

4 RESULT AND DISCUSSION

4.1 Result

The results of this study indicate, if the perpetrators

of SMEs require a new breakthrough in strategy

marketing. Increasing competition between SMEs

requires new ways to attract the attention of the

consusers. The high cost of promotion becomes an

obstacle for the perpetrators of SMEs, especially at

the start-up level in conducting marketing

communication strategy.

If large companies can easily attract

attention by using advertising media, and brand

ambassadors derived from public figures, it is not

surprising if they can easily attract the attention of

consumers. But for the starters of SMEs start-up level

where they have limited capital, of course it is Sesutu

that is difficult to be realized.

From the results of interviews related to the

need for marketing communications strategies, all

SMEs actors said they need effective marketing

communication strategies to promote their products.

Another obstacle that faced in terms of material

promotion.

Their idea of using models to influence

consumers is the result of their observation of large

companies. Where usually large companies managed

to make the model as a marketing communication

strategy. Then they make their creation with the state

of their business condition. To be able to influence

their consumers using the model, but not from the

public figure. Zanana and Sheika Hijab they prefer

the owner to serve as a communicator. While Hijra

Moslem apparel chose a colleague from their owner,

who has arabic blood to model. And Smith chose their

consumers as communicators.

While their way to spread the influence of

their marketing messages to consumers vary. Zanana

put forward Gazan as the owner, through the stories

of his success to become a successful entrepreneur at

a young age. From the beginning Gazan pioneered an

active effort in various entrepreneurial communities.

This makes Gazan's social environment wider. Gazan

does not have a formal education in business and

entrepreneurship, but Gazan is active in

entrepreneurial and business workshops and

seminars. That's what makes science in the field of

business and entrepreneurship continues to increase.

The advantages of Gazan, he always apply every

science he got from workshops and seminars.

Supported by diligence and focus in running his

business to make business Gazan with Zanana chips

successfully penetrated the global market.

Gazan's success in running his business

today is widely reviewed in articles both in the mass

media and also in social media. One article with

business title capital Rp 50 thousand now reach Rp

400 million, has been widely accessed in social

media. Supported by the success of Gazan who won

the business idea contest 2016 and get a gift of

additional capital worth Rp 500 million. Gazan's

success in running his business has often been invited

as a speaker in entrepreneurship and business

seminars. Since then Zanana's sales turnover has

ICRI 2018 - International Conference Recent Innovation

2556

continued to increase, especially when Gazan was a

speaker at a seminar.

Sheika Hijab uses the characteristic of Gita

Rismawati as owner in every message disseminated

through social media. Every photo submitted through

social media account is a photo with Gita

characteristic. The marketing messages that are

disseminated are interactive with the characteristics

of the Gita. Sheika hijab who also uses Gita as the

owner in influencing the consumer by making the

message according to its characteristics. Because

sheika hijab products target female consumers, they

are syncing all their marketing messages with their

customers. Characteristics Gita as a woman is a

common characteristic of women in general, cheerful,

fun, happy chatting, feminine, poured in every photo

and marketing message through social media.

Characteristics of chatting poured in a marketing

message berbetuk questions that require answers

from each consumer. The technique is successful in

luring consumers to submit their arguments that can

be used as market research for Sheika Hijab.

Hijra Moslem apparel builds a marketing

message through the customization of their Muslim-

style products with models identical to Muslim

culture. Each of their photos is presented with Arabic

descent models. As we know Arab culture is closely

related to Muslim culture. The model used is not a

figure figure public figure. But through the use of

models with the blood of Arab descent, dapet

presented their products well. Seen from the large

public interest on their products since the use of these

strategies.

While Smith uses consumers to expand the

distribution of marketing communications content.

The strategy of leveraging consumers in helping

spread the marketing message. Consumers are

actively involved in promoting their products.

Through the cash back program, Smith can lure

consumers to take pictures using their products and

disseminated in social media. Influence is felt,

although cash back is given only 10%, tatapi

interactive content built and smith reposting

messages sent consumers can attract consumer

interest. Based on the results of research, it is

precisely that attract consumers to follow the activity

is not because cash back they get, but there is pride if

their photos and messages in the reposting by the

Smith.

4.2 Discussion

4.2.1 Strategies for the Proper Use of KOL for

SMEs

KOL is instrumental in influencing consumers, both

through its figure and its message. It uses many public

figures or artists in influencing its customers (Phan et

al., 2015). The problem is the use of public figures

and artists require a large cost, while the problem of

SMEs limited capital promotion. This becomes

contradictory in carrying out promotional strategies.

Finally, many SMEs are not appropriate in using

KOL strategy. Some in the social media post SMEs

actors display photos of their products with a public

figure. Unfortunately, SMEs do not make the

appropriate KOL concept for their products. The

perpetrators of SMEs only display photos, without

full explanation with the product. In addition, the

perpetrators of SMEs also do not consider the

suitability of KOL target market with the product.

The rest of the perpetrators of SMEs rely more on off

line marketing strategy in influencing consumers

through the power of word of mouth. This is similar

to that of Renik s and Chen (2011) (Resnick & Cheng,

2011), that SME, although using digital marketing

strategy but not very influential, still their strength is

word of mouth offlines.

Gazan and Gita are SMEs actors who

accidentally make themselves as KOL for their

respective products. While Hijra Moslem Apparel

and Smith can build relationship with steakholder to

do marketing communication without using public

figure. Surely this becomes a new breakthrough,

where KOL usually uses public figures that have fan

base to be easily influenced, while they use their own

owners, partners and consumers as KOL (Phan et al.,

2015). Based on the results of KOL research is very

effective to influence a small group, but has strong

ties (Moldovan, Muller, Richter, & Yom-Tov, 2017).

In this case the small group is assumed to be a small-

scale SMEs organization that has a small scale and a

limited market environment for its customers. But it

is actually used by them to close to the consumer,

through marketing message so easy to influence the

audience. This small scope is certainly more of a

similarity factor than its khalayk, making it easy to

diffuse information according to innovation diffusion

theory (T. W. Valente & Davis, 1999). This is in line

with the diffusion theory of innovation where every

marketing message they make is always concerned

with the suitability of the message, showing the

novelty of the product, the marketing message is easy

to accept, making it easy for customers to accept. This

Use of Key Opinion Leader Non Public Figure in Persuasive Audiences

2557

type of marketing message that bolts those who are

not from the public figure can be a KOL can also

influence its audience as it brings innovation in

marketing messages in accordance with innovation

diffusion theory (Scott & Mcguire, 2017). In addition

to the concept of innovation diffusion theory also

makes the perpetrators of SMEs to be able to build a

network that can help them in running their business

(Ceci & Iubatti, 2012). It is also used by the four

speakers in helping the success of their marketing

message. In explanation, the relationship built by

them becomes a key to facilitating the building of

marketing messages, and making marketing

messages more acceptable.

Gazan's scholarship is considered to be more adept,

Gita's sincerity on every customer, making them

successful in influencing consumers. Proximity

consumers built by Hijra Moslem Apparel and Smith

can be a way to build a network on consumers so that

the message it conveys has organic content that is

easily trusted by consumers. This is in line with what

Chan Kenny K (Chan, 2012), which explains higher

knowledge and organic content can easily affect

audiences, and it must be owned by a KOL.

4.2.2 KOL Strategy Non Public Figure in

Persuasive Audience

At the beginning of Zanana's appearance, Gazan as its

owner built a marketing strategy by beginning to

analyze consumers from Zanana. This is shown by

knowing who segmentation and target of Zanana

consumers, so that every marketing message more

effectively accepted by consumers. Consumer

analysis can make Gazan a specific KOL in

delivering marketing messages, as described in

innovation diffusion theory (Scott & Mcguire, 2017).

There have been many studies that discuss the

importance of building market segmentation as

suggested by Dibb and sally (Dibb, 1908) that market

segmentation can build the right consumer. From the

results of the analysis Gazan know that most

consumers are young people, therefore most of the

spread of Zanana marketing messages conducted in

social media. Because based on research of young

people or generation of "why" spend more time to the

virtual world than the real world. Like Gazan who age

is also included in the generation of "why", so what it

does as well as his habit to move on social media. The

use of social media communication channels by

Gazan as a KOL as an attempt to influence its

audience, as it follows the media that is widely

accessed by its khalyak (Scott & Mcguire, 2017).

In every opportunity, Gazan always tells about

Zanana. Starting from the success story of Zanana,

the postings on personal accounts of social media are

mostly related to Zanana. This continues until now,

so eventually unknowingly formed a personal

branding that links Gazan with Zanana. So when

consumers find Zanana it will automatically

remember Gazan. This benefits Gazan as KOL,

because audiences have easily recognized Zanana's

products through Gazan. In essence Gazan as KOL

successfully builds differentiation on Zanana and the

style of building a marketing message. So that

consumers can build Zanana positioning in mind,

until finally can build personal branding. This is in

accordance with what was presented by Renik s and

Chen (Resnick & Cheng, 2011), that the

characteristics of SMEs is the habit to conduct their

own product marketing process. Until finally formed

personal branding.

Every marketing message on Zanana's social media

does not really highlight the Gazan figure in every

post. There are only a few posts that feature Gazan in

messages on social media. But Gazan often appears

in digital media articles exploring the success of his

business. This is actually in line with the KOL

concept, let other people talk about you. As a manager

of his own business Gazan certainly will not be

immediately trusted when talking about its own

products, but the various articles review of the

bloggers and digital media presents the same thing as

what Gazan delivered as KOL. This opinion is in line

with what Hunt (Huhn et al., 2018) suggests, that

external recommendations would be more credible.

Building a network in social media with bloggers and

other digital media, can be used as a means to

strengthen and balance the information disampain by

SMEs own actors. Because the balanced information

about the product just seems more natural than the

language of advertising is exaggerated, so that more

can affect. This is in contrast to Andreas (Chacoma &

Zanette, 2015) explains that a KOL should be a

person who has a stubborn character. The more he

insists his opinion, then the more trusted by his

audience. Gazan and Gita actually make the message

as natural as possible. If Gazan more on memebikan

information in the articles that exist about him not

only show its superiority only. But the story of a

previous business trip that went bankrupt, it gives the

color of sincerity that impressed what it is. While Gita

think more of her tinge with the consumers who are

also women with personality characteristics that are

not too much different. So he reflects every message

he conveys as he is communicating with himself. As

a result, the audience reading the article felt this was

ICRI 2018 - International Conference Recent Innovation

2558

not a hyperbole-filled ad language, because the

message contains the intrigue that becomes the

attraction of the marketing message. Intrigue

becomes the thing that makes marketing messages

more favorable to consumers (Dobele, Toleman, &

Beverland, 2005). Such a sincere story to motivate

that one's business travel is never smooth. Then it can

easily affect audiences.

Hijra Moslem Apparel and Smith they prefer the

role of third parties in conveying their experience of

the product. Third parties are considered more readily

accepted by consumers than when they speak for

themselves as agency representatives even though

they are not from public figures (Kozinets, de Valck,

Wojnicki, & Wilner, 2010). In addition, Hijra

Moslem Apparel and Smith utilize their

communications network. In addition, the selection of

influencers from parties who have similarities with

their customers make Hijra Moslem Apparel more

easily accepted (Setiawati Sri Dewi &

Anggara.Reddy, 2017). The similarity of perspective

between Hijra Moslem Apparel and its consumers

about the cultural background and purpose of

migrating make marketing messages more

acceptable.

While Smith is clear that they are using their

own customers to spread marketing. in these

circumstances precisely consumers are not aware

when they used as a marketing tool for Smith.

Building relationships with consumers becomes

Smith's way of building a marketing strategy.

exploiting the pride of every customer that Smith

entails in their marketing message is of course a

concern. Usually, consumers will be happy with the

cheap price or big discount. But the program shows

that consumers can be tied to institutions as long as

we involve them on our business journey. Through

the involvement of that cause proud consumer mind

that can make a strong relationship with the

institution. It is considered an effective marketing

message strategy acceptable to the market and can

save on promotional costs (Wilson & Consultant,

2005).

Based on the exposure, although the KOL used

is not from the public figure or artist who has a fan

base, but still can affect consumers. First by building

personal branding associated with the product.

Second, use a third party role to help disseminate

KOL information. And thirdly, every message in the

spread should be balanced and not exaggerate, so the

message received sincerely and foster positive

motivation for those who read it. Of course, the

spread of messages use social media as an effort to

follow the customs for customers.

5 CONCLUSION

The results of this study can be concluded that the use

of KOL strategy on SMEs can use the owner and

marketing communications network of each product,

of course begins with building personal branding to

be bound between the product with the actors of

SMEs as KOL. Every marketing message should be

balanced, not only show a positive message, but a

neutral message and there are contradictory

intricacies with the perpesktif community in general,

so it is not considered an advertisement. And of

course the spread of messages must use the media that

is widely used by consumers, so that messages can be

accepted by consumers. It is expected that this

research can be developed in a more specific scope in

every kind of SMEs products, because each type of

product must have different marketing

communication strategy.

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