Brand love unveiled: how KOL reviews and taste foster satisfaction and trust

This study examines the effects of Key Opinion Leader (KOL) reviews and taste preferences on brand love, as well as their subsequent influence on brand satisfaction and trust. In an increasingly interconnected digital environment, KOL reviews and the compatibility between consumer preferences and product qualities are critical components in fostering emotional attachment to a brand. The study population comprised consumers of the Baby Dutch Pancake Restaurant. Purposive sampling was employed to identify res pondents, with the requirement that customers be active on social media and have been exposed to reviews by KOLs. A total of 220 responses were collected through an online survey. The results indicate that KOL reviews and taste preferences exert a significant positive influence on brand love. Furthermore, brand love directly and positively affects both brand satisfaction and brand trust. The relationship between KOL reviews and taste preferences strengthens consumers' emotional attachment to the brand, resulting in higher satisfaction and trust. These findings suggest that integrating KOL reviews with consumer taste preferences is an effective strategy for enhancing loyalty and fostering long-term customer relationships. From a practical perspective, the results highlight the importance for brands to identify relevant KOLs and ensure that their products align with consumer preferences in order to create positive emotional experiences.