Penerapan Model AISAS Pada Promosi Digital Penerimaan Mahasiswa Baru (PMB) Institut Bisnis dan Informatika Kosgoro 1957

Abstract

Marketing activities require effective ways of communicating so that products can be introduced by companies, organizations, institutions or communities to their targeted market.The attitudes and consumer behavior in obtaining products or services can be measured by the AISAS analysis model (attention, interest, search, action and share). In order to attract new students, the private education institution Kosgoro Institute of Business and Informatics (IBI-1957) has applied a digital marketing communications strategies. The focus of this study is to analyze the IBI-K57 digital marketing communications in influencing the AISAS behavior among new students when seeking information about the campus activities. The sub focus of this research is to find out and measure the level of student interest in AISAS (attention, interest, search, action and share) when making decisions to enter. This research utilise the campus digital marketing communications, namely: trustworthiness and expertise, combined with the AISAS method. Furthermore, the quantitative methodology of the positivistic paradigm of the sociopsychological communication tradition, which accompanied by simple linear regression analysis, is also applied. Sampling of the survey was carried out using a random technique. Each program studies is given 20 samples of questionnaire with a Likert scale. The total number of questioners is 120.The ANOVA value of 0.000 (<0.05) in this study shows there are changes in student attitudes and behavior in selecting the program study. The average behavioral aspect of AISAS is below 4, so it can be included in the ‘almost good' category.This study shows that digital marketing communications has influenced students’ AISAS (behavioral attitudes), which is 36.4%. The remaining value (60.4%) is coming from other aspects outside the digital marketing communications. In summary, this research shows that there is a significant and positive influences of digital marketing communications applied by IBI-K57 on the attitudes and behavior (AISAS) of students when determining final decision to study in this institution. Furthermore, this study also shows that digital marketing communications has contributed to a twofold attitude change among students in deciding their decision to enter and select courses at IBI-K57.