ANALISIS MODEL KOMUNIKASI AISAS (ATTENTION, INTEREST, SEARCH, ACTION DAN SHARE) PADA BEAUTY PLATFORM (STUDI KASUS: BRAND SOMETHINC DI FEMALE DAILY)
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May 20, 2023
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A digital platform can become an informational medium and public communication in various purposes such as the marketing process. As for one concept that can be applied on the marketing process, it uses AISAS model (Attention, Interest, Search, Action and Share). This study aims to knowing the application of AISAS model on the brand Somethinc through Female Daily. In this study, the methods are to use a qualitative method with a descriptive approach, a case study method and post-positivism paradigm. The data is drawn through interviews with the experienced informan in using the female daily, such as on YouTube, Instagram, Apps and Female Daily Sites. The results obtained from this study describes that the model of AISAS can fill all of the information and communication needed by the masses.
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Aisyah, T. L., & Alfikri, M. (2023). ANALISIS MODEL KOMUNIKASI AISAS (ATTENTION, INTEREST, SEARCH, ACTION DAN SHARE) PADA BEAUTY PLATFORM (STUDI KASUS: BRAND SOMETHINC DI FEMALE DAILY). Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 4(2), 616-626. https://doi.org/10.35870/jimik.v4i2.261
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References
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Ruswandi, P.U., Hartoyo, H. and Najib, M., 2021. Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato. Binus Business Review, 12(2), pp.177-188. DOI: https://doi.org/10.21512/bbr.v12i2.6676
Abdurrahim, M.S., Najib, M. and Djohar, S., 2019. Development of AISAS model to see the effect of tourism destination in social media. Jurnal Aplikasi Manajemen, 17(1), pp.133-143. DOI: DOI: http://dx.doi.org/10.21776/ub.jam.2019.017.01.15
Adlan, H. and Indahingwati, A., 2020. Analisis Model AISAS Terhadap Keputusan Pembelian Dalam Penggunaan SEO (Kajian Empiris Konsumen Di Surabaya). Jurnal Ilmu dan Riset Manajemen (JIRM), 9(1).
Fannani, S.I. and Najib, M., 2020. The effect of social media toward organic food literacy and purchase intention with AISAS model. Jurnal Manajemen & Agribisnis, 17(3), pp.285-285. DOI: https://doi.org/10.17358/jma.17.3.285
Millenia, A.P. and Dewi, C.K., 2021. Decision Making Processes Menggunakan Model Aisas (attention, Interest, Search, Action, Dan Share) Pada Celebrity Endorsed Advertisement Bittersweet By Najla. eProceedings of Management, 8(2), pp. 1208–1217.
Mantik, H. and Awaludin, M., 2023. Revolusi Industri 4.0: Big Data, Implementasi Pada Berbagai Sektor Industri (Bagian 2). JSI (Jurnal sistem Informasi) Universitas Suryadarma, 10(1), pp.107-120.DOI: https://doi.org/10.35968/jsi.v9i2.919
Oktania, D.E. and Indarwati, T.A., 2022. Pengaruh Perceived Usefulness, Perceived Ease of Use, dan Compatibility Lifestyle terhadap Intention to Use Fitur Social Commerce (Studi Pada Pengguna Media Sosial TikTok). Jurnal Ilmu Manajemen, 10(1), pp.255-267. DOI: https://doi.org/10.26740/jim.v10n1.p255-267.
Setiono, B.A., 2019. Peningkatan Daya Saing Sumber Daya Manusia Dalam Menghadapi Revolusi Industri 4.0. Jurnal Aplikasi Pelayaran dan Kepelabuhanan, 9(2), pp.179-185. DOI: https://doi.org/10.30649/jurapk.v9i2.67
Syauki, W.R. and Avina, D.A.A., 2020. Persepsi dan preferensi penggunaan skincare pada perempuan milenial dalam perspektif komunikasi pemasaran. Jurnal Manajemen Komunikasi, 4(2), pp.42-60. DOI: https://doi.org/10.24198/jmk.v4i2.25719
Amanah, R.H. and Damastuti, R., 2022. Pengaruh Brand Personality terhadap Keputusan Pembelian dan Minat Beli sebagai Variabel Intervening pada Produk Kosmetik Somethinc. Jurnal Komunikasi Universal, 4(2), pp.148-163. DOI: https://doi.org/10.38204/komversal.v4i2.1027
Ekaputri, S.D., Karolina, C.M. and Abdullah, N.N., 2020. Literasi Informasi Kecantikan Di Kalangan Pengguna Female Daily Network. BACA: Jurnal Dokumentasi Dan Informasi, 41(1), pp.111-121. DOI: https://doi.org/10.14203/j.baca.v41i1.552.
Salsabil, Z. and Arfa, M., 2020. Efektivitas website femaledaily. com dalam memenuhi kebutuhan informasi pengguna. Jurnal ilmu perpustakaan, 8(2), pp.199-210.
Trivena, J. and Erdiansyah, R., 2022. Pengaruh Online Consumer Reviews Pada Aplikasi Female Daily Network terhadap Keputusan Pembelian Produk Skincare Somethinc. Kiwari, 1(3), pp.460-466. DOI: https://doi.org/10.24912/ki.v1i3.15771.
Wardani, A.K., 2017. Pengaruh electronic word of mouth pada forum online female daily terhadap minat beli produk purbasari di kalangan remaja wanita. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik, 4(2), pp.1-15.
Zellatifanny, C.M. and Mudjiyanto, B., 2018. Tipe penelitian deskripsi dalam ilmu komunikasi. Diakom: Jurnal Media Dan Komunikasi, 1(2), pp.83-90.
Milasari, M., Syukri, A., Badarussyamsi, B. and Rizki, A.F., 2021. Filsafat ilmu dan pengembangan metode ilmiah. Jurnal Filsafat Indonesia, 4(3), pp.217-228. DOI: https://doi.org/10.23887/jfi.v4i3.35499.
Chopard, K., & Przybylski, R. 2021. Methods Brief : Case Studies. 5(1), 21–36.
Rosyidin, D.M. and Prihatini, A.E., 2020. Pengaruh E-Service Quality Dan Brand Trust Terhadap Keputusan Pembelian Pada Traveloka.com (studi pada konsumen traveloka. Com kota semarang). Jurnal Ilmu Administrasi Bisnis, 9(2), pp.41-49. DOI: https://doi.org/10.14710/jiab.2020.27187.
Bernarto, I., Berlianto, M.P., Meilani, Y.F.C.P., Masman, R.R. and Suryawan, I.N., 2020. The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), pp.412-426. DOI: https://doi.org/10.24912/jm.v24i3.676.
Sasmita, A.S. and Achmadi, N.S., 2022. The Popularity of TikTok and the Implementation of the AISAS Model on Marketing Communications Through TikTok. Manajemen Bisnis, 12(01), pp.62-76. DOI: https://doi.org/10.22219/mb.v12i01.17863.
Akbar, B.M.B., 2019. Penerapan AISAS Dan Guerilla Strategy Terhadap Keberhasilan E-commerce Pertanian. Jurnal Bisnisman: Riset Bisnis dan Manajemen, 1(2), pp.41-51. DOI: https://doi.org/10.52005/bisnisman.v1i2.12.
Javed, S., Rashidin, M. and Xiao, Y., 2022. Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic research-Ekonomska istraživanja, 35(1), pp.1183-1210. DOI: https://doi.org/10.1080/1331677X.2021.1960578
Juliaristanti, V., Ramdan, A.M. and Jhoansyah, D., 2020. Analisis Karakteristik Followers dan Konten Iklan Dalam Mengukur Efektivitas Instagram Stories Advertisement Pada Produk Kosmetik Wardah. Syntax, 2(8). pp. 503–513.
Xue, L.L., Shen, C.C., Morrison, A.M. and Kuo, L.W., 2021. Online tourist behavior of the net generation: An empirical analysis in Taiwan based on the AISAS model. Sustainability, 13(5), p.2781. DOI: https://doi.org/10.3390/su13052781
Millenia, A.P. and Dewi, C.K., 2021. Decision Making Processes Menggunakan Model Aisas (attention, Interest, Search, Action, Dan Share) Pada Celebrity Endorsed Advertisement Bittersweet By Najla. eProceedings of Management, 8(2), pp. 1208–1217.
Ruswandi, P.U., Hartoyo, H. and Najib, M., 2021. Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato. Binus Business Review, 12(2), pp.177-188. DOI: https://doi.org/10.21512/bbr.v12i2.6676
Abdurrahim, M.S., Najib, M. and Djohar, S., 2019. Development of AISAS model to see the effect of tourism destination in social media. Jurnal Aplikasi Manajemen, 17(1), pp.133-143. DOI: DOI: http://dx.doi.org/10.21776/ub.jam.2019.017.01.15
Adlan, H. and Indahingwati, A., 2020. Analisis Model AISAS Terhadap Keputusan Pembelian Dalam Penggunaan SEO (Kajian Empiris Konsumen Di Surabaya). Jurnal Ilmu dan Riset Manajemen (JIRM), 9(1).
Fannani, S.I. and Najib, M., 2020. The effect of social media toward organic food literacy and purchase intention with AISAS model. Jurnal Manajemen & Agribisnis, 17(3), pp.285-285. DOI: https://doi.org/10.17358/jma.17.3.285
Millenia, A.P. and Dewi, C.K., 2021. Decision Making Processes Menggunakan Model Aisas (attention, Interest, Search, Action, Dan Share) Pada Celebrity Endorsed Advertisement Bittersweet By Najla. eProceedings of Management, 8(2), pp. 1208–1217.