Strategi Komunikasi Naratif Melalui Key Opinion Leader (Kol) Dalam Membangun Identitas Merek Marthabeauty Bar Di Media Sosial
Abstract
This study aims to analyze the narrative communication strategy through collaboration with Key Opinion Leaders (KOLs) in building the brand identity of MarthaBeauty Bar on Instagram. The research employs a qualitative approach with a case study method, using in-depth interviews, non-participant observation, and documentation studies involving six informants: the brand owner, two KOLs, two followers, and one expert informant. The findings reveal that MarthaBeauty Bar implements a narrative communication strategy by selecting KOLs based on value and aesthetic alignment, providing narrative guidelines focused on self-care and comfort messages, and adopting a co-creation principle to maintain storytelling authenticity. KOLs construct narrative elements (plot, character, values, experience) through personal storytelling supported by soft visuals and warm language. This narrative construction significantly contributes to shaping MarthaBeauty Bar's brand identity, which is recognized as gentle, feminine, supportive, and focused on the emotional experience of self-care. This study reinforces the relevance of Fisher's Narrative Theory, Two-Step Flow Theory, and Brand Identity Theory in the context of digital marketing communication. Keywords : Communication, Key Opinion Leader (KOL), Brand Identity, Social Media, Instagram
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