ANALISIS ISI KUALITATIF PENERAPAN MODEL AISAS PADA AKUN INSTAGRAM @HEYMALE.ID

ARIEF, MUHAMMAD FIRGIANSYAH and Azhar, Azhar and Karmila, Leti (2025) ANALISIS ISI KUALITATIF PENERAPAN MODEL AISAS PADA AKUN INSTAGRAM @HEYMALE.ID. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) digital marketing model to the Heymale Instagram account. The purpose of the study was to identify how each AISAS stage is applied in the @heymale.id content. The method used was qualitative content analysis of eight Instagram contents, complemented by structured interviews with five informants. The results showed that the @heymale.id content strategy was quite effective in building attention and interest through strong visual branding and relevant narratives. Website links placed in the bio play a role in driving the information search process, while purchasing decisions are influenced by the impression of exclusivity that is consistently built. However, the share stage has not been utilized optimally because there is no explicit invitation to share content or experiences. This study emphasizes the importance of integrating visual and participatory strategies in digital marketing through social media.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Firgiansyah Arief
Date Deposited:	25 Jul 2025 08:50
Last Modified:	25 Jul 2025 08:50
URI:	http://repository.unsri.ac.id/id/eprint/180701

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