A Multidimensional Measurement Model for Evaluating Key Opinion Leader (KOL) Collaboration Effectiveness in the Indonesian Smartphone Market

This paper presents a quantitative study examining the multidimensional effectiveness of Key Opinion Leader (KOL) collaborations in the Indonesian smartphone market. Drawing on Source Credibility Theory (Hovland et al., 1953) and its extended framework, the study proposes and tests a measurement model integrating five KOL attribute dimensions — Expertise, Trustworthiness, Attractiveness, Content Quality, and Engagement — as predictors of Consumer Trust, which subsequently influences Purchase Intention. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 200 respondents, findings reveal that Trustworthiness, Content Quality, and Engagement are significant drivers of Consumer Trust, while Consumer Trust strongly predicts Purchase Intention (β = 0.611). The study contributes a validated multidimensional instrument for evaluating KOL collaboration effectiveness, with practical implications for smartphone brands operating in Indonesia's competitive digital marketing landscape.