PROPOSED MICRO-INFLUENCER MARKETING STRATEGY USING INSTAGRAM (CASE STUDY: PT KID)

• Main Author: Fadlillah Salma, Dilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70292
• Institution: Institut Teknologi Bandung

Indonesia's Human Capital Index (HCI) is 0.54 in 2020. The interpretation of this value is that 18 years later, Indonesia can only reach 54% of its maximum productivity value based on education and current health status. PT KID sees this condition as an opportunity to participate in increasing Indonesia's HCI index. PT KID is a course booking platform focused on women's development. PT KID was established in 2019. PT KID's problem is that the marketing budget for 2023 is cut by 50%. The purpose of this study is to provide an overview of the implementation of PT KID's micro-influencer marketing strategy as a proposal to overcome existing business problems. To answer research questions, the authors designed a systematic problem solving. This systematics uses a qualitative approach with two main steps. The first step is understanding the external environment to adopt influencers in marketing. The second step is the step that describes how to implement a micro-influencer marketing strategy as a proposed solution to an existing business problem. The external environment was analyzed using PESTEL analysis and Porter's Five Forces Analysis. The key decision factors analyze the characteristics of micro-influencers. Based on the results of external analysis, it is known that PT KID requires the implementation of micro-influencers as a marketing strategy to respond challenges from economic and legal factors and to remain competitive in the industry. From the key decision factors, the author took 4 steps to finally find six micro-influencers and ways to collaborate. Interesting insights were found regarding average rates for collaborating with micro-influencers. From the secondary data, the authors found that the average price was around Rp. 600,000 while the authors' findings were Rp. 233,333 for feeds, Rp. 137,500 for stories and Rp. 308,500 for reels. PT KID can implement a low-cost micro-influencer marketing strategy but still achieve the goals set by these findings.