Analisis Model AISAS sebagai Strategi Komunikasi Pemasaran PT Ara Cipta Gemilang dalam Mempromosikan Perumahan Blossom Park Residence melalui Instagram @blossomresidenceofficial
DOI:
https://doi.org/10.70182/jca.v3i1.2205Keywords:
AISAS, komunikasi pemasaran, Instagram, promosi properti, Blossom Park ResidenceAbstract
Perkembangan media sosial mendorong perusahaan properti memanfaatkan Instagram sebagai saluran komunikasi pemasaran untuk menjangkau dan membangun respons audiens. Penelitian ini bertujuan menganalisis penerapan model AISAS sebagai strategi komunikasi pemasaran PT Ara Cipta Gemilang dalam mempromosikan Perumahan Blossom Park Residence melalui Instagram @blossomresidenceofficial. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus tunggal holistik. Data diperoleh melalui wawancara, observasi, dokumentasi, dan content audit terhadap aktivitas promosi Instagram, kemudian dianalisis menggunakan model Miles dan Huberman melalui reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa tahap Attention dilakukan melalui konten visual berupa foto dan video properti, sedangkan Interest dibangun melalui informasi mengenai lokasi, spesifikasi, fasilitas, keunggulan, dan penawaran. Pada tahap Search, audiens memperoleh informasi lanjutan melalui Direct Message Instagram dan WhatsApp. Tahap Action terlihat dari aktivitas menghubungi marketing, meminta informasi, melakukan komunikasi lanjutan, dan survei lokasi. Sementara itu, tahap Share belum terlihat optimal melalui aktivitas pembagian kembali konten di Instagram. Secara keseluruhan, penerapan AISAS menunjukkan keterhubungan dari Attention hingga Action, tetapi masih terdapat hambatan dalam mendorong audiens menuju respons lanjutan dan Share.
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