Analisis Model AISAS untuk Strategi Perusahaan Konstruksi (Studi pada Perusahaan CSM)

Authors

Cieza Wahab LSPR INSTITUTE OF COMMUNICATION AND BUSINESS
Donafeby Widyan Macquarie University Australia

DOI:

Abstract

Construction service providers, including Cipta Sarana Mandiri, are beginning to expand into the retail sector. Consequently, social media has become a crucial tool for these companies to conduct efficient and effective marketing communications in the retail segment. Social media platforms serve as crucial hubs for consumers to search for and share product information, especially for complex products such as those in the construction industry. Furthermore, the evolution of internet and social media usage has shifted consumer behavior models from the traditional AIDA (Attention-Interest-Desire-Action) framework to AISAS (Attention-Interest-Search-Action-Share). This qualitative research examines Cipta Sarana Mandiri's Instagram strategy using the AISAS Model. The study involved 15 stakeholder interviews, employing a triangulation methodology to ensure a comprehensive analysis of the company's approach from multiple perspectives. These findings underscore the importance of the Share stage of AISAS for the company, highlighting its crucial role in influencing consumer purchasing decisions. Triangulation, by combining insights from multiple stakeholders and observations, enriches the analysis and provides a more holistic understanding of how consumer input and experiences shape perceptions and behaviors in the construction sector. This study recommends that companies implement strategies specifically designed for the Share stage, emphasizing the importance of consumer feedback and experience in shaping consumer perceptions and behaviors toward products characterized by trust.

Keywords: AISAS, Construction Industry, Instagram, Marketing Strategy

References

Alhudha, A. A., Setyonugroho, W., & Pribadi, F. (2022). The Use of AISAS Method in Telemedicine Advertisement (Sentence Case). KESANS: International Journal of Health and Science, 1(10), 921-935.

Cipta Sarana Mandiri (2023). Welcome to Cipta Sarana Mandiri. Retrieved from https://ciptasaranam.co.id/en/

Desai, V. (2019), Digital Marketing: A Review, International journal of Trend in Scientific Research and Development, no. Conference, 196–200.

Dewanti, P. (2019). The Effectiveness of the AISAS Model in Marketing Communication on Instagram Promotion Features [High School of Economics, National Hero Family Foundation]. http://repository.stieykpn.ac.id/743/1/JOURNAL Putri Dewanti -75221700568.pdf

Ding, M. Y., & Wang, W. T. (2024). Analysis of factors influencing we-intention in healthcare applications based on the aisas model. International Journal of Human–Computer Interaction, 40(10), 2560-2577.

Emerson, R. W. (2021). Convenience sampling revisited: Embracing its limitations through thoughtful study design. Journal of Visual Impairment & Blindness, 115(1), 76-77.

Fannani, S. I., & Najib, M. (2020). The effect of social media toward organic food literacy and purchase intention with the AISAS model. Jurnal Manajemen & Agribisnis, 17(3), 285-285.

Fennis, B. M., & Stroebe, W. (2010). The Psychology of Advertising. East Sussex: Psychology Press.

Fill, C., & Turnbull, S. (2016). Marketing Communications discovery, creations and coversation (7th ed.). London: Pearson.

Fumito, K. (2009). The modeling of the AISAS marketing process. Journal of System Dynamics, 8(4).

Ho, C. I., Lin, M. H., & Chen, H. M. (2012). Web users’ behavioural patterns of tourism information search: From online to offline. Tourism Management, 33(6), 1468-1482.

Jatnika, M. D., & Maharani, A. L. (2024). Analisis Efektivitas Promosi Giveaway Bank Syariah Indonesia dengan Model AISAS. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(4), 1214-1226.

Li, Y. (2023). The influence of user sharing behavior on consumer purchasing behavior in social media. Journal of Education, Humanities and Social Sciences, 13, 190-195.

Pelawi, Y. N., & Aprilia, M. P. (2019). Implementation of marketing communication strategy in attention, interest, search, action, and share (AISAS) model through vlog. In 2019 IEEE 4th International Conference on Computer and Communication Systems (ICCCS) (pp. 604-607). IEEE.

Ramadhani, A. D., Triyanto, A., & Muhammad, I. F. (2019). The Effect Of E-Marketing With Aisas Model (Attention, Interest, Search, Action, Share) On Investment Decisions In Fintech Syariah. Jurnal Ekonomi dan Perbankan Syariah, 7(2), 47-57.

Rusli VY, Pradina YD. AISAS Model Analysis of General Insurance Company Strategy using Instagram (Study at PT Asuransi Tokio Marine Indonesia). American Journal of Humanities and Social Sciences Research (AJHSSR).2021;5(7): 98-107

Sasmita, A. S., & Achmadi, N. S. (2022). The popularity of TikTok and the implementation of the AISAS model on marketing Communications Through TikTok. Manajemen Bisnis, 12(01), 62-76

Suhud, U., Purnamasari, L., & Allan, M. (2022). Online behaviour of micro and small size entrepreneurs: Testing the attention-interest-search-action-share (AISAS) model. Studies of Applied Economics, 40(2).

Suhud, U., Sulistyowati, R., SugiantoSitohang, D., Maulida, E., & BaraBerutu, M. (2024).

Sugiyama, K., & Andree, T. (2011). The Dentsu Way. New York: McGraw Hill

Vogt, C. A., & Fesenmaier, D. R. (1998). Expanding the functional information search model. Annals of Tourism Research, 25(3), 551-578.

Wei, P. -S. & Lu, H. -P. (2013), An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior, Computers in Human Behavior, 29(1), 193–201.

Wirawan, W. F., & Hapsari, P. D. (2016). Analisis AISAS Model Terhadap Product Placement Dalam Film Indonesia. Studi Kasus : Brand Kuliner di Film Ada Apa Dengan Cinta 2. Rekam, 12(2).

XIAOYI, X. (2023). STUDY ON SOCIAL MEDIA MARKETING OF CHINESE FILM BASED ON AISAS MODEL——TAKING TIKTOK AS AN EXAMPLE (Doctoral dissertation, SIAM UNIVERSITY).

Yuliati, L. N., & Simanjuntak, M. (2024). Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability, 16(2), 488.

Zhang, C., & Tan, T. (2020). The impact of big data analysis on consumer behavior. In Journal of Physics: Conference Series (Vol. 1544, No. 1, p. 012165). IOP Publishing.