Melokalkan Pengaruh Digital: Studi Kasus Strategi Key Opinion Leader dalam Membangun Kesadaran Merek Restoran Mi Modern di Surakarta, Indonesia

Achmad Rifqi Rasyid; Kris Cahyani Ermawati; Alip Suroto

doi:10.30640/digital.v5i1.7893

Authors

Achmad Rifqi Rasyid Sekolah Tinggi Pariwisata Sahid Surakarta
Kris Cahyani Ermawati Sekolah Tinggi Pariwisata Sahid Surakarta
Alip Suroto Sekolah Tinggi Pariwisata Sahid Surakarta

DOI:

https://doi.org/10.30640/digital.v5i1.7893

Keywords:

Brand Awareness, Cultural Congruence, Digital Marketing, Influencer Marketing, Key Opinion Leader

Abstract

This study analyzes how digital marketing strategies and Key Opinion Leader (KOL) practices are localized to build brand awareness for a modern noodle restaurant in Surakarta, Indonesia. The study is motivated by the condition of Tjemara Noodle Bar, which has expanded to several cities and utilized social media advertising and culinary influencers, yet its Surakarta outlet remained below the July 2025 sales target, while an internal audit indicated that half of the respondents were still unfamiliar with the brand. This study employs a qualitative single-case study design through semi-structured interviews with the Chief Business Development Officer, Strategic Planner, and KOL Specialist, supported by sales documentation and internal marketing records. The data were analyzed from a brand equity perspective encompassing consumer perceptions, source credibility, and cultural congruence. The findings indicate that digital reach does not automatically generate strong local brand salience. The strategies implemented emphasize platform exposure and KOL follower counts, while influencer–audience fit, local cultural meanings, message consistency, and the conversion of awareness into visits remain insufficiently integrated. This study proposes the L.O.C.A.L. framework: Local Listening, Opinion-Leader Fit, Culturally Congruent Content, Awareness-to-Action Integration, and Learning Loop. KOL evaluation should encompass brand searches, quality engagement, visit conversion, user-generated content, and repeat behavior.

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