%A NIM: 13730002 MITA KARUNIA
%O Drs. Marfuah Sri Sanityastuti, M.Si
%T AISAS MODEL DALAM KOMUNIKASI PEMASARAN
(Studi Deskriptif Kualitatif Pada Pemilihan Transportasi Online GO-JEK Oleh
Mahasiswa UIN Sunan Kalijaga Yogyakarta)
%X This study aims to determine the AISAS model in marketing
communications by UIN Sunan Kalijaga students in selecting GOJEK as an
online transportation in the new media era. The theory used is AISAS
Model. This study found that students' attention in GOJEK is influenced by the
position of GOJEK which is the pioneer of motorcycle taxis online. On the
other hand the full features offered by Gojek also provide a special interested
for students. After they are attention and interested in GOJEK then they start
looking for GOJEK through the internet, so the internet becomes the number
one search engine used by students to know GOJEK. Then GOJEK is used by
students to meet their needs, and students use oral and written communication
to share about GOJEK to others around them. Oral and written communication
is what then produces Word of Mouth (WOM) which affects the increasing
user GOJEK.
Keywords: AISAS Model, Marketing Communication, Transportation Online,
GOJEK, WOM, Student UIN Sunan Kalijaga
%K AISAS Model, Marketing Communication, Transportation Online,
GOJEK, WOM, Student UIN Sunan Kalijaga
%D 2017
%I UIN Sunan Kalijaga
%L digilib28530