Efektivitas Promosi Melalui Instagram Dengan Model AISAS Pada Chick ‘N Tea Dramaga

Abstract

Chick ‘N Tea, restoran makanan dan minuman yang berlokasi di Dramaga, Bogor, Jawa Barat, telah menerapkan komunikasi pemasaran melalui Instagram. Tujuan penelitian ini adalah mengkaji efektivitas promosi Chick ‘N Tea menggunakan model AISAS (Attention, Interest, Search, Action, Share). Metode yang diterapkan yaitu kuantitatif dan didukung data kualitatif, serta dianalis menggunakan metode SEM-PLS. Hasil menunjukkan bahwa karakteristik konsumen tidak berpengaruh signifikan terhadap efektivitas promosi, sedangkan karakteristik pesan promosi berpengaruh signifikan pada elemen perhatian (Attention), tindakan (Action), dan membagikan (Share) pada model AISAS. Komunikasi interpersonal antara pelayan dan konsumen secara langsung di outlet berpengaruh signifikan terhadap elemen Share pada model AISAS. Temuan ini menunjukkan bahwa efektivitas promosi lebih ditentukan oleh karakteristik pesan promosi dan komunikasi interpersonal bukan variabel karakteristik konsumen. Penelitian ini merekomendasikan untuk merancang strategi promosi yang informatif, menarik dan persuasif guna mendorong konsumen hingga ke tahap akhir.

Chick 'N Tea, a food and beverage restaurant located in Dramaga, Bogor, West Java, has implemented marketing communications through Instagram. This study examines the effectiveness of Chick ‘N Tea's promotion using the AISAS (Attention, Interest, Search, Action, Share) model. The method applied was quantitative, supported by qualitative data, and analyzed using the SEM-PLS method. The results show that consumer characteristics do not have a significant effect on the effectiveness of promotions, whereas the characteristics of promotional messages have a significant effect on the elements of Attention, Action, and Share in the AISAS model. Interpersonal communication conducted directly by waiters and consumers at the outlet has a significant effect on the Share element in the AISAS model. These findings suggest that promotional effectiveness is determined more by the characteristics of promotional messages and interpersonal communication than by consumer characteristic variables. This study recommends to designing promotional strategies that are informative, attractive and persuasive to encourage consumers to final stage.