Tinjauan atas Efektivitas Penggunaan Key Opinion Leader (KOL) dalam Penjualan Surat Utang Negara Ritel seri SBR011

TL;DR

This study evaluates the effectiveness of Key Opinion Leaders in promoting Indonesian retail bonds SBR011 through social media, finding mostly positive feedback and engagement during the campaign period.

Contribution

It provides an empirical analysis of KOL endorsement effectiveness in government bond marketing using social media engagement and sentiment analysis.

Findings

High engagement rate observed during campaign

Predominantly positive sentiment in feedback

Effective promotion of SBR011 through KOL endorsement

Abstract

Indonesian Ministry of Finance had endorsed 10 Key Opinion Leaders to help promoting government retail bonds SBR011 during selling period of 25 May-16 June 2022. This study analyzed effectiveness of the endorsement by using several indicators; engagement rate, enthusiasm rate and sentiment analysis of feedbacks from KOL audiens. Data was gathered from social media Instagram and TikTok social platform used by the KOL to post their marketing contents. This paper found that the endorsement is quite effective to promote the SBR011 and yields mostly positive feedback on the marketing campaign.