KEY OPINION LEADER (KOL) MARKETING STIE SAKTI ALAM KERINCI

Abstrak

Key Opinion Leader Marketing has significant urgency in the higher education environment to increase

institutional visibility, support student recruitment, and strengthen connections with various

stakeholders. This research provides an initial understanding of the role and potential of KOL

Marketing in the tertiary environment and highlights the importance of developing communication

strategies that suit the characteristics and special needs of the tertiary institution's target market. You

can also explore aspects of implementing and measuring the impact of KOL Marketing in more detail.

The research method used is descriptive analysis with a quantitative approach. Data was collected

through interviews with related parties at several universities that have implemented Key Opinion

Leader Marketing, observation of KOL activities on social media, and a review of related literature. The

data is analyzed to identify patterns, trends and implications of the use of Key Opinion Leader

Marketing in the higher education environment. The research period started from April to June 2023.

The sampling technique used was non-probability sampling, a total of 78 respondents. In this research,

the data analysis method used was the structural equation model (SEM) analysis technique, and using

the help of Smart PLS 3 results software. Research shows that Key Opinion Leader Marketing has a

significant and positive effect on Corporate Image.