Efektivitas Komunikasi Pemasaran Layanan Industri Jasa Boga Unlocked BBQ melalui Instagram dengan Model AISAS

Abstract

Unlocked BBQ, industri jasa boga yang berlokasi di Bekasi, Jawa Barat, telah menerapkan komunikasi pemasaran melalui Instagram. Tujuan penelitian ini adalah mengkaji efektivitas komunikasi pemasaran Unlocked BBQ menggunakan model AISAS (Attention, Interest, Search, Action, Share). Metode pengumpulan data dilakukan secara kuantitatif melalui penyebaran kuesioner kepada 100 responden dan didukung data kualitatif melalui wawancara mendalam, kemudian dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa karakteristik konsumen hanya berpengaruh signifikan terhadap elemen Attention. Karakteristik Pesan Instagram juga berpengaruh signifikan terhadap elemen Attention. Komunikasi interpersonal berpengaruh signifikan terhadap elemen Interest, Search, dan Action. Temuan ini menunjukkan bahwa efektivitas komunikasi pemasaran Unlocked BBQ lebih dipengaruhi oleh Karakteristik Pesan Instagram dan Komunikasi Interpersonal dibandingkan Karakteristik Konsumen. Penelitian ini merekomendasikan agar Unlocked BBQ terus mengembangkan pesan pemasaran yang informatif, menarik, dan persuasif serta meningkatkan kualitas komunikasi interpersonal dengan konsumen guna mendorong konsumen hingga tahap akhir pada model AISAS

Unlocked BBQ, a catering service business located in Bekasi, West Java, has implemented marketing communication through Instagram. This study aims to analyze the effectiveness of Unlocked BBQ’s marketing communication using the AISAS (Attention, Interest, Search, Action, Share) model. Data were collected quantitatively through questionnaires distributed to 100 respondents and supported by qualitative data from in-depth interviews, and were analyzed using the SEM-PLS method. The results showed that consumer characteristics had a significant effect only on the Attention element. Instagram message characteristics also had a significant effect on the Attention element. Interpersonal communication had a significant effect on the Interest, Search, and Action elements. These findings indicate that the effectiveness of Unlocked BBQ’s marketing communication is influenced more by Instagram message characteristics and interpersonal communication than by consumer characteristics. This study recommends that Unlocked BBQ continue to develop informative, attractive, and persuasive marketing messages and improve the quality of interpersonal communication with consumers to encourage them to reach the final stage of the AISAS model.