Kesesuaian Karakteristik Key Opinion Leader (KOL) terhadap Efektifitas NCT Dream sebagai KOL Somethinc
Authors: Cantika Almira Rassya , Kurnia Kurnia 
Published: June 2023

Public Relations plays an important role in managing corporate communications through public relations activities on social media which in practice currently involve many Key Opinion Leaders as a form of communication strategy because they are considered to have a strong influence in mediating messages to stakeholders. KOL have specific characteristics, namely an identity or feature that makes it easier for them to identify, among others; Familiarity, Trustworthiness and Expertiseness so that they are considered to have communication skills and strength in persuading the public. This study aims to (1) understand the influence of NCT Dream's characteristics on its effectiveness as Key Opinion Leader (KOL) Somethinc, and (2) find out how much influence NCT Dream's characteristics have on building its effectiveness as Key Opinion Leader (KOL) Somethinc. This research method uses a quantitative approach. Data collection was used with non-probability sampling with the criteria of active social media users who also follow the Somethinc social media account. The sampling technique uses a type of Convinience Sampling. The sample size of the study was calculated using the Lemeshow formula and obtained 100 respondents to be used as the research sample and analyzed using the testing phase including validity and reliability tests, structural modeling test (Structural Equation Modeling) using PLS. The results of this study indicate that the suitability of the KOL characteristics as assessed from the Familiarity, Trustworthiness and Expertiseness indicators can strongly explain the effectiveness of NCT Dream as KOL Somethinc.
Public Relations memegang peranan penting dalam mengelola komunikasi perusahaan melalui aktivitas kehumasan di media sosial yang dalam prakteknya saat ini banyak melibatkan Key Opinion Leader sebagai bentuk strategi komunikasi karena dianggap memiliki pengaruh kuat dalam memediasi pesan kepada pemangku kepentingan. KOL memiliki kekhasan karakteristik yaitu sebuah identitas atau ciri yang memudahkan mereka untuk identifikasi antara lain; Familiarity, Trustworthiness dan Expertiseness sehingga dianggap memiliki keterampilan komunikasi dan kekuatan dalam mempersuasi publik. penelitian ini bertujuan untuk (1) memahami pengaruh karakteristik NCT Dream terhadap efektitiasnya sebagai Key Opinion Leader (KOL) Somethinc, dan (2) mengetahui seberapa besar pengaruh karakteristik NCT Dream dalam membangun efektitiasnya sebagai Key Opinion Leader (KOL) Somethinc. metode penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data digunakan dengan nonprobability sampling dengan kriteria pengguna sosial media aktif yang juga mengikuti akun sosial media Somethinc. Teknik sampling menggunakan jenis Convinience Sampling. Ukuran sampel penelitian dihitung dengan rumus Lemeshow dan diperoleh 100 responden untuk digunakan sebagai sampel penelitian dan dianalisis dengan menggunakan tahap pengujian meliputi uji validitas dan reliabilitas, uji model struktural (Structural Equation Modelling) menggunakan PLS. Hasil penelitian ini menunjukkan bahwa kesesuaian Karakteristik KOL yang dinilai dari indikator Familiarity, Trustworthiness dan Expertiseness, secara kuat mampu menjelaskan Efektivitas NCT Dream sebagai KOL Somethinc.