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STRATEGI KOMUNIKASI PEMASARAN DIGITAL PLAZA AMBARRUKMO DALAM MENARIK MINAT KONSUMEN
This research explores the digital marketing communication strategies implemented by Plaza Ambarrukmo in attracting consumers amidst the rapid advancement of digital technology and increasing competition from e-commerce platforms. As a leading shopping center in Yogyakarta, Plaza Ambarrukmo faces the challenge of maintaining its relevance by offering commercial and experiential value to consumers. Using a descriptive qualitative approach with the AISAS model (Attention, Interest, Search, Action, Share) as an analytical framework, this research aims to understand how Plaza Ambarrukmo integrates online and offline promotional efforts to increase consumer engagement and loyalty. The research method used is descriptive qualitative, with data collection techniques through in-depth interviews, field observations, and documentation. The results showed that Plaza Ambarrukmo successfully integrated online and offline promotion strategies effectively through social media such as Instagram and TikTok to attract attention and build consumer engagement. This digital strategy is not only able to increase consumer interest, but also encourage active participation and long-term trust in the brand. Plaza Ambarrukmo effectively utilizes digital platforms such as Instagram and TikTok to attract attention through creative visual content, engaging audiences with relevant promotions. The study concludes that digital marketing communications, when grounded in integrity and consumer-centered practices, not only increase consumer interest, but also build long-term brand trust. The results of this study provide valuable insights for retail businesses looking to implement ethical and impactful marketing strategies in the digital age.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107030091 Muhammad Rafi Zulfikar
STRATEGI KOMUNIKASI PEMASARAN DIGITAL PLAZA AMBARRUKMO DALAM MENARIK MINAT KONSUMEN (Text)
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