From Key Opinion Leaders to Online Purchase Intention: The Mediating Role of Brand Awareness in Creative Services

Abstract

Digital transformation has encouraged businesses in the creative service industry to utilize social media as a marketing communication tool to attract consumers and increase purchasing interest. One of the strategies widely used is the involvement of Key Opinion Leaders (KOLs), who are considered capable of influencing consumer perceptions and enhancing brand exposure in digital platforms. This study aims to analyze the influence of Key Opinion Leaders on online purchase intention among consumers of The Portrait Place Bandung, with brand awareness as an intervening variable. The research employed a quantitative approach using questionnaires distributed to respondents who were familiar with The Portrait Place Bandung. The collected data were analyzed using descriptive and associative analysis methods. The results indicate that Key Opinion Leaders have an influence on brand awareness and online purchase intention. Furthermore, brand awareness also contributes to increasing consumers’ intention to make online purchases. These findings suggest that the use of Key Opinion Leaders can support marketing activities in creative service businesses by improving consumer awareness and encouraging purchase intention through digital media.This study is expected to provide insights for creative businesses in developing more effective digital marketing strategies through social media and influencer engagement.