STRATEGI PROMOSI BERBASIS MODEL AISAS PADA AKUN INSTAGRAM @BENGKELPAKYONO (STUDI DESKRIPTIF KUALITATIF PADA AKUN INSTAGRAM BENGKEL PAK YONO)

Rizky Permana Putra, NIM.: 20107030135 (2025) STRATEGI PROMOSI BERBASIS MODEL AISAS PADA AKUN INSTAGRAM @BENGKELPAKYONO (STUDI DESKRIPTIF KUALITATIF PADA AKUN INSTAGRAM BENGKEL PAK YONO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of technology and social media has transformed the way businesses promote their services and products. This study aims to analyze the implementation of the AISAS model (Attention, Interest, Search, Action, Share) in creative content on the Instagram account @bengkelpakyono as a strategy to promote motorcycle workshop services and products. Using a descriptive qualitative method, data were collected through observation, interviews, and documentation. The data were then analyzed using the Miles and Huberman model, while data validity was ensured through source triangulation. The findings show that @bengkelpakyono successfully utilizes Instagram features, such as posts, Reels, stories, comments, and highlights to attract audience engagement and enhance promotional effectiveness in line with the AISAS framework. This strategy has led to increased brand awareness and customer visits, proving the effectiveness of creative content in digital promotion.

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