PROPOSED MARKETING COMMUNICATION STRATEGY BASED ON ETHICAL CONSIDERATIONS FOR KEY OPINION LEADERS IN E-COMMERCE INDUSTRY

• Main Author: Angelita, Louise
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54818
• Institution: Institut Teknologi Bandung

As the internet penetration in Indonesia increases up to 64%, there are also other industry that are growing. One of it is an e-commerce industry, it is a company that establish a platform to connect between user and seller. To increase their brand awareness of e-commerce company, some of the e-commerce also using Key Opinion Leader (KOL) to share nevertheless new campaigns or other promos. This KOLs are also become a new comer in job field, especially during pandemic of COVID-19. However, using KOLs, will have a risk with the society where sometimes the contents being shared can be a boomerang for both to the company and brand they are working with. Because of the jobfield as KOLs is new, no literal and specific guideline for KOLs should be working. So, in order to analyze the need of the guideline, kind of guideline, and other proposed solution, the analysis conduct by qualitative research. The qualitative research conduct by depth interview to three good performing influencers, depth interview to one KOL Specialist, and two employees as the KOL Management in one of the top e-commerce in Indonesia, PT Laranjee International. To strengthen the interview, the writer also do field observation for 3.5 months. Next, the interview will be analyzed according to virtue ethics and marketing ethics. Based on the interviews it is known that KOLs are actually aware of the do and don’t even though it is not well written, but they also feel the need from the brand or company they are working for to establish a safe zone in creating original contents. In the company side, they are expecting to influencers working in a good performance and deliver best result. The output of this research is to create a safe ethic guideline both for the companies and the KOLs with several proposed way to deliver to the KOLs.