IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS

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.

Preview	Text (IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS) 21107030123_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (10MB) | Preview
	Text (IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO_ UNTUK MEMPERTAHANKAN BRAND AWARENESS) 21107030123_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (10MB) | Request a copy

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.

Share this knowledge with your friends :

Actions (login required)

View Item