PROMOSI MENGGUNAKAN AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA BINTANG GROSIR DI BEKASI UTARA

Abstract

The purpose of this research is to find out the marketing communication strategy carried out on Instagram @bintanggrosirbekasi in a discussion related to the marketing system in the shop, namely marketing communications, and in this research a phenomenon was found, namely the existence of the AISAS Model theory in this research. The research method used is a qualitative method with a qualitative descriptive study approach using a constructivist paradigm with AISAS theory which consists of five elements, namely Attention, Interest, Search, Action and Share. Data collection was carried out through an empirical data collection process using observation, in-depth interviews and documentation involving respondents. Based on the research results, it can be concluded that the communication strategy applies the five elements in the AISAS theory to understand consumer needs and behaviour in purchasing their products. So that consumers can make purchases, search for information, and provide reviews regarding the products being marketed. Hence, customer interest and loyalty increases resulting in repeat purchases and word of mouth.