Pengaruh Key Opinion Leader dan Brand Preference terhadap Loyalitas Pelanggan melalui Mediasi E-WOM Produk HMNS

Abstract

This study aims to analyze the influence of Key Opinion Leader (KOL) and Brand Preference
on Customer Loyalty, with Electronic Word of Mouth (e-WOM) acting as a mediating
variable in the context of the HMNS perfume brand. The research adopts a quantitative
approach using a survey method, where data are collected through structured
questionnaires distributed to followers of the official Instagram account @hmns.id. The
sampling technique employed is purposive sampling, involving respondents who have
purchased and used HMNS perfume and are exposed to KOL content related to the brand.
The collected data are analyzed using the Partial Least Squares–Structural Equation
Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0. The results of this
study are expected to demonstrate that Key Opinion Leader and Brand Preference have a
positive and significant effect on Customer Loyalty, both directly and indirectly through e
WOM. These findings suggest that credible KOLs and strong brand preferences can stimulate
positive online discussions and recommendations, which ultimately strengthen customer
loyalty. This study contributes to the theoretical development of consumer behavior research
in the digital marketing era and offers practical implications for local brands such as HMNS
in optimizing KOL strategies and e-WOM to enhance long-term customer loyalty.