Implementation of Marketing Communication Strategy in Attention, Interest, Search, Action, and Share (AISAS) Model through Vlog

Abstract

With the development of Information and Communication Technology (ICT), consumer behavior is also developing in make decision about what products will be purchased which in line with the development of consumer behavior models in making purchase decision, from AIDA model to AISAS model. In the AISAS model, consumer will find out first about a product before they decide to buy the product or not. Furthermore, the source of information intended today is not only automatic search engine or conventional media, but also through social media. In social media, also many sources that can be used as a reference for information, one of them is vlogger. Vlogger is a person who has tried or felt a product and provide reviews through social media either in the form of video. Finally, the review will be used by consumer in terms of purchase decision and share the information of the product. In this study, researchers want to know how AISAS model can be implemented through vloggers. Vloggers studied based on one of social media sources namely YouTube which has power in terms of full video version sharing. This research is a quantitative research that will be presented explanative using experiment method. The results show that vloggers as one of aspects in marketing communication that can be implemented with AISAS model.