Effect of Key Opinion Leaders and Instagram Posts on Wonderful Indonesia Brand Awareness

Abstract

This study examines and analyzes the effects of Key Opinion Leaders (KOLs) and Instagram posts on domestic tourists' awareness of Wonderful Indonesia, Indonesia's national tourism brand. The Lemeshow approach was used to determine samples from research population with an undetermined size. The study collected reliable data from 114 respondents, all of whom were followers or were familiar with the Wonderful Indonesia Instagram account. Twenty-seven statements were generated on the questionnaires, which were distributed online via WhatsApp, depending on the indicators from the three variables. A Likert scale was used to rate the responses of the respondents. SPSS, specifically multiple regression, was used to analyze the data. The study's findings reveal strong correlations between KOLs and Instagram postings on Wonderful Indonesia brand awareness among respondents. The findings contribute to our understanding of digital marketing, specifically the impact of key opinion leaders (KOLs) and Instagram posts on national tourism branding. In reality, the findings assist policymakers in strengthening Wonderful Indonesia's Instagram marketing for domestic tourists.