Utilization of “Word of Mouth” based on Unique Selling Point on Beauty Product Case Study: PT. Ardiya Dinara Indotrade

ABSTRACT: The use of social media in this era is not just in the realm of long-distance communication orvirtual interaction, but also in the area of business people. With the rise of social media, a new career area hasemerged, known as Key Opinion Leader (KOL) or Social Media Influencer, in which individuals with a largenumber of followers may have a significant impact on a company’s promotional efforts. The way they promotethebusiness is usually called as a Word of Mouth Marketing. This study aims to identify the characteristics thatpromote good customer loyalty based on trust enhancement, which might be impacted by the use of KOLs andSocial Media Influencers especially in beauty industry. PT. Ardiya Dinara Indotrade, which has operated formore than 5(years) will be the object of this research since this company has zero marketing cost in utilization ofKOL and Social Media Influencer. Based on these findings, researchers also will find out what can be developedin the future of company sustainability to reach a higher growth. In addition, the study also be a considerationfor other business owner to follow and apply the result in their own business.

Keywords – Social Media, Unique Selling Point, Key Opinion Leaders, Beauty Industry, Word Of Mouth