Peran key opinion leader dalam strategi marketing public relations pada PT Realfood Karya Indonesia (RealCo)

Wibowo, Reynaldo Apriocaesa (2023) Peran key opinion leader dalam strategi marketing public relations pada PT Realfood Karya Indonesia (RealCo). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perusahaan Realco yang menjadi salah satu Digital Based Healthy Consumer-goods company di Indonesia yang menggunakan strategi marketing dengan memanfaatkan promosi melalui media digital yang salah satu strateginya menggunakan key opinion leader sebagai jembatan kepada konsumen untuk dapat lebih mengetahui lebih lanjut mengenai produk yang dipasarkan. Penulisan laporan magang bertujuan untuk dapat mempelajari serta mengimplementasikan peran dari key opinion leader dalam strategi marketing public relations yang dilakukan oleh perusahaan Realco. Selain itu untuk mengetahui peranan key opinion leader dalam promosi yang dilakukam oleh perusahaan Realco, maka penulis melakukan magang dan melaporkannya dalam laporan magang ini. Hasil magang yang sudah dilaksanakan menyatakan bahwa Divisi KOL management perusahaan Realco menggunakan KOL Management sebagai salah satu bentuk Marketing Public Relations, dimana pada divisi ini merupakan langkah dari Realco untuk dapat menangani para KOL yang mereka naungi sekaligus untuk dapat membantu mengarahkan para KOL untuk dapat menjadi suatu agen pemasaran yang baik bagi perusahaan, dengan harapan agar pesan promosinya dapat tersampaikan dengan baik kepada target market yang telah ditetapkan perusahaan sebelumnya. = The Realco company, which is one of the Digital Based Healthy Consumer-goods companies in Indonesia, uses a marketing strategy by utilizing promotions through digital media, one of which is using key opinion leaders as a bridge to consumers to find out more about the products being marketed. The purpose of writing an internship report is to be able to study and implement the role of the key opinion leader in the marketing public relations strategy carried out by the Realco company. Apart from that, to find out the role of the key opinion leader in the promotion carried out by the Realco company, the authors conducted an internship and reported it in this internship report. The results of the internships that have been carried out state that Realco's company management KOL Division uses KOL Management as a form of Marketing Public Relations, in which this division is a step for Realco to be able to handle the KOLs they shelter as well as to be able to help direct KOLs to become a a good marketing agent for the company, with the hope that the promotional message can be conveyed properly to the target market that has been set by the company before.

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