PENGELOLAAN KEY OPINION LEADER UNTUK MASKER DAY BY DAY LEA GLORIA DALAM MENINGKATKAN AWARENESS DI TIKTOK (PERIODE JANUARI - APRIL 2026)

Lea Gloria utilized Key Opinion Leaders (KOLs) as a digital promotional strategy on TikTok. However, the KOL management process was not yet well-structured, resulting in suboptimal collaboration implementation and performance evaluation. This study aimed to explain the management of Key Opinion Leaders (KOLs) for Lea Gloria's Day By Day Mask product to increase awareness on TikTok. This study employed the Segmentation, Targeting, and Positioning (STP) model and the Key Performance Indicator (KPI) model as its theoretical framework. Data were collected through observation and literature review. The research adopted a project-based approach based on the Project Management Body of Knowledge (PMBOK), which consists of the Initiating, Planning, Executing, Monitoring and Controlling, and Closing phases. The results showed that the implementation of KOL management generated a total of 1,010,124 video views and reached 635,899 accounts during the January - April 2026 period. These findings indicate an increase in awareness, with KPI achievement reaching 101.01% for Video Views and 127.18% for Reach. Therefore, it can be concluded that the management of Key Opinion Leaders for Lea Gloria's Day By Day Mask product successfully achieved its objective of increasing awareness on TikTok during the study period.
Keywords: Key Opinion Leader (KOL), Awareness, TikTok, Project Management
Body of Knowledge (PMBOK),Key Performance Indicator (KPI).

Lea Gloria memanfaatkan Key Opinion Leader (KOL) sebagai strategi promosi digital di TikTok, namun pengelolaannya belum terstruktur sehingga pelaksanaan kerja sama dan evaluasi kinerja Key Opinion Leader belum optimal. Penelitian ini bertujuan menjelaskan pengelolaan KOL pada produk Masker Day By Day Lea Gloria dalam meningkatkan awareness di TikTok. Penelitian ini menggunakan teori model Segmentation, Targeting, Positioning (STP) dan model Key Performance Indicator (KPI). Metode pengumpulan data yang digunakan adalah observasi dan studi pustaka. Adapun metode penelitian menggunakan pendekatan project-based dengan Project Management Body of Knowledge (PMBOK) melalui tahapan Initiating, Planning, Executing, Monitoring and Controlling, dan Closing. Hasil penelitian menunjukkan bahwa total Video Views yang diperoleh sebesar 1.010.124 tayangan dan Reach sebesar 635.899 akun selama periode Januari hingga April 2026. Hal ini menunjukkan adanya peningkatan awareness, dengan pencapaian KPI sebesar 101,01% untuk Video Views dan 127,18% untuk Reach. Dengan demikian, dapat disimpulkan bahwa pengelolaan Key Opinion Leader untuk produk Masker Day By Day Lea Gloria dalam meningkatkan awareness di TikTok pada periode tersebut berhasil tercapai.
Kata kunci: Key Opinion Leader (KOL), Awareness, TikTok, Project
Management Body of Knowledge (PMBOK), Key Performance Indicator (KPI).