eprintid: 71658
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/16/58
datestamp: 2025-07-08 03:28:30
lastmod: 2025-07-08 03:28:30
status_changed: 2025-07-08 03:28:30
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Avi Tiara Oki Herawati, NIM.: 21107030123
title: IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS
ispublished: pub
subjects: 302.23
divisions: jur_ikom
full_text_status: restricted
keywords: Model AISAS, Instagram, Brand Awareness (Kesadaran Merek)
note: Dr. Rama Kertamukti, S.Sos., MSn
abstract: 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.
date: 2025-06-04
date_type: published
pages: 120
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Avi Tiara Oki Herawati, NIM.: 21107030123  (2025) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/71658/1/21107030123_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/71658/2/21107030123_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf