ANANDITA, SARIE (2025) PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN KEY OPINION LEADER (KOL) PADA SOSIAL MEDIA INSTAGRAM TERHADAP BRAND AWARENESS PRODUK KOSMETIK RAMAH LINGKUNGAN NPURE. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the importance of digital communication strategies in increasing brand awareness, particularly for environmentally friendly cosmetic products such as NPURE, which are marketed through Instagram. The study seeks to answer whether electronic word of mouth (EWOM) and key opinion leaders (KOL) influence the brand awareness of NPURE products. The objective of this research is to analyze the extent to which EWOM and KOL affect brand awareness, both simultaneously and partially. The urgency of this research lies in the growing role of social media as a primary marketing channel and the need for a deeper understanding of the factors influencing consumer awareness of environmentally oriented brands. The method used is a quantitative approach with a survey method and multiple linear regression analysis. Data were collected from 100 respondents using a Likert scale (1–5) questionnaire measuring the dimensions of EWOM (content, intensity, valence of opinion) and KOL (popularity, integrity, activity, credibility). The results show that EWOM and KOL simultaneously have a significant effect on brand awareness. Partially, the content and valence of opinion dimensions of EWOM and the credibility and integrity dimensions of KOL are the most dominant influencing factors. These findings indicate that communication strategies based on authentic content and trust in KOL are more effective in building consumer brand awareness of environmentally friendly cosmetic products. This research provides theoretical implications for the development of digital marketing studies and practical implications for companies in selecting appropriate promotional approaches. Keyword: electronic word of mouth, key opinion leader, brand awareness, NPURE, media sosial, Instagram Penelitian ini dilatarbelakangi oleh pentingnya strategi komunikasi digital dalam meningkatkan brand awareness, khususnya pada produk kosmetik ramah lingkungan seperti NPURE yang dipasarkan melalui media sosial Instagram. Penelitian ini menjawabn pertanyaan adalah apakah electronic word of mouth (EWOM) dan key opinion leader (KOL) berpengaruh terhadap brand awareness produk NPURE. Tujuan penelitian ini adalah menganalisis seberapa besar pengaruh EWOM dan KOL terhadap brand awareness, baik secara simultan maupun parsial. Urgensi penelitian ini terletak pada meningkatnya peran media sosial sebagai saluran utama pemasaran, serta perlunya pemahaman mendalam mengenai faktorfaktor yang mempengaruhi kesadaran konsumen terhadap merek berbasis nilai lingkungan. Metode yang digunakan adalah pendekatan kuantitatif dengan metode survei dan teknik analisis regresi linear berganda. Data dikumpulkan dari 100 responden melalui kuesioner skala Likert (1–5) yang mengukur dimensi EWOM (content, intensity, valence of opinion) dan KOL (popularity, integrity, activity, credibility). Hasil penelitian menunjukkan bahwa EWOM dan KOL secara simultan berpengaruh signifikan terhadap brand awareness. Secara parsial, dimensi content dan valence of opinion dari EWOM serta credibility dan integrity dari KOL merupakan faktor yang paling dominan. Hasil penelitian penunjukan bahwa strategi komunikasi berbasis keaslian konten dan kepercayaan terhadap KOL lebih efektif dalam membentuk brand awareness konsumen terhadap produk kosmetik ramah lingkungan. Penelitian ini memberikan implikasi teoritis dalam pengembangan studi pemasaran digital, serta implikasi praktis bagi perusahaan dalam memilih pendekatan promosi yang tepat. Kata kunci: electronic word of mouth, key opinion leader, brand awareness, NPURE, media sosial, Instagram
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