Marketing Development: A Study of Food and Beverages Business Promotion Using Key Opinion Leader (KOL) Method

This study analyzes the impact of KOL collaborations on the promotion of F&B businesses, identifying the key factors that contribute to their success. Using a qualitative descriptive methodology, the research highlights that credible and relatable KOLs can significantly enhance brand awareness, consumer engagement, and purchase intentions. Furthermore, the study discusses how strategic KOL selection, content creativity, platform choice, and audience alignment are crucial for achieving higher marketing effectiveness and Return on Investment (ROI).