Leveraging Key Opinion Leaders Marketing Strategies: Beauty of Joseon on TikTok

Putri Aulia Sinaga

doi:10.54259/mukasi.v5i3.8342

Authors

Putri Aulia Sinaga LSPR Institute of Communication and Business, Indonesia

DOI:

https://doi.org/10.54259/mukasi.v5i3.8342

Keywords:

Key Opinion Leader, Influencer Marketing, Beauty of Joseon

Abstract

The rapid growth of social commerce has transformed influencer marketing into a credibility-driven strategy, particularly within Indonesia’s highly competitive beauty industry. This study aims to examine Beauty of Joseon’s Key Opinion Leader (KOL) marketing strategy on TikTok by analyzing KOL selection criteria, content development approaches, and implementation challenges. Adopting a constructivist paradigm, this research employs a qualitative case study approach. Data were collected through semi-structured interviews, content analysis of TikTok marketing activities, and secondary data from industry reports and digital marketing sources. The findings reveal that Beauty of Joseon prioritizes KOL credibility, skincare expertise, and audience relevance over follower count. The brand further enhances consumer engagement through authentic, educational, and experience-based content that aligns with TikTok’s platform culture. Consistent with Source Credibility Theory, Social Media Authenticity, and Trust-Transfer Theory, the results demonstrate that credibility and authenticity contribute significantly to consumer trust formation and positive brand perception. However, challenges related to limited human resources, centralized approval processes, and affiliate campaign management continue to affect strategic responsiveness. The study highlights the importance of balancing commercial objectives with authenticity and trust-building to achieve sustainable KOL marketing performance within social commerce environments.

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