Proses Membangun Trust dalam Relasi Pertukaran Sosial antara Influencer dan KOL Specialist Perusahaan Kecantikan
Abstract
Relasi pertukaran sosial antara influencer dan KOL (Key Opinion Leader) specialist perusahaan kecantikan memiliki tahapan yang kompleks. Trust menjadi penting untuk diteliti karena meskipun dalam praktik sering muncul masalah kepercayaan antara influencer dan KOL specialist. Tujuan penelitian ini mengidentifikasi tahapan proses pertukaran sosial antara influencer dan KOL specialist perusahaan kecantikan serta mengetahui prosesnya dalam membangun trust dalam tiap tahapan proses pertukaran sosial. Penelitian ini adalah penelitian kualitatif dengan desain studi kasus instrumental. Penentuan partisipan menggunakan purposive sampling. Subjek penelitian terdiri dari tiga influencer dan tiga KOL specialist. Data diperoleh dengan wawancara yang dilakukan secara luring dan terpisah dan dianalisis dengan pendekatan tematik. Hasil penelitian menemukan tiga tahapan proses pertukaran sosial, yaitu: tahap sebelum bekerja sama, tahap saat bekerja sama, dan tahap sesudah kerja sama berfokus pada pemeliharaan hubungan dan evaluasi hasil kerja sama. Dalam prosesnya, komunikasi yang terbuka, transparan, dan profesional menjadi kunci utama dalam menciptakan pertukaran sosial yang positif. Penelitian ini menemukan proses pertukaran sosial tidak selalu murni berisi trust, melainkan terdapat distrust yang muncul bersamaan dalam relasi kerja sama.
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