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IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS
This study aims to analyze the implementation of online marketing communication strategies by the AISAS (Attention, Interest, Search, Action, Share) approach on the Instagram account @lunanuovastudio_ in maintaining brand awareness. In the midst of increasingly competitive photography industry competition, brand awareness is a key element in maintaining the existence of a brand. The AISAS model describes the behavior of digital consumers who are dynamic and actively involved in the process of purchasing and disseminating brand information. This study uses a qualitative descriptive method, with data collection techniques through interviews studio owner, marketing team, consumers, observations, and documentation. The result of the study shows that @lunanuovastudio_ optimizes consistent, interactive, and informative visual content. The studio utilizes the power of visual branding to attract attention (attention), develop interest through behind-the-scenes videos (interest), provide easily accessible information through bio and highlights (search), encourage direct ordering actions via Instagram (action), and strengthen digital word-of-mouth promotion through reposting customer content (share). This strategy in this context to be not only effective in maintaining brand awareness, but also able to create a strong emotional connection between brands and consumers on dynamic and competitive social media platforms such as Instagram.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107030123 Avi Tiara Oki Herawati
IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS (Text)
IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS (Other)
HTML Summary of #71658 IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS
302.231 Media Komunikasi, Media Massa, Media Sosial