Effect of Key Opinion Leaders and Instagram Posts on Wonderful Indonesia Brand Awareness
Abstract. This study reviews and analyzes effects of Key Opinion Leaders (KOLs) and Instagram posts on
Wonderful Indonesia brand awareness. The study generated valid data from 114 respondents, all of whom
were Indonesians who were familiar with Instagram’s Wonderful Indonesia tourism brand. The number of
samples is determined based on an indefinite number of the population. Respondents’ attitudes were scaled
using Likert, which was collected through online questionnaires and analyzed with SPSS using multiple
regression. Findings of the study show strong relationships between KOLs and Instagram posts on
Wonderful Indonesia brand awareness. The findings can contribute to the knowledge of digital marketing,
particularly related to use of KOLs, Instagram, and national tourism branding. Furthermore, findings will
contribute to policy development pertaining to improving the effectiveness of Wonderful Indonesia
campaign through Instagram among domestic tourists.
