EFEKTIVITAS PEMASARAN MELALUI SOSIAL MEDIA BERDASARKAN PERSEPSI KONSUMEN DI TOKO DIZLA LAND HIJAB STORE DENGAN PENDEKATAN METODE AISAS

Gempita Widodo, Khairul Bahrun
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Abstract

The development of technology is utilized by various sectors in facilitating the work process. One of the phenomena in society is the use of social media as a media for promotion or marketing. One of the business actors in Bengkulu who uses this technique is the Dizla Land Hijab Store Store. With  15,000 Instagram followers, the store often promotes the latest products through its social media.. This research was conducted in June 2022, at the Dizla Land Hijab Store Bengkulu store, the object of this research is the Instagram social media followers of the Dizla Land Hijab Store store. With quantitative descriptive methods and sampling in research. With the random sampling method, the sample taken amounted to 92 respondents which was calculated using the Slovin formula. And the effectiveness analysis used in this study is the AISAS method. From the results of research that has been carried out, the level of Effectiveness of Online Marketing Based on Social Media at the Dizla Land Hijab Store Bengkulu Store is 82.04% or categorized as very effective. The attention dimension has an effectiveness value of 75.3% in the effective category, the Interest dimension has an effectiveness value of 80.3% in the Very effective category, the Search dimension has an effectiveness value of 84.61% in the Very effective category, the action dimension has an effectiveness value. of 91.3% in the Very effective category and the Share dimension has an effectiveness value of 78.4%. in the effective category. Keyword: social media, marketing, Effectiveness
通过社会媒体营销的有效性,基于消费者对DIZLA LAND HIJAB商店的顾客形象
各部门利用技术的发展来促进工作进程。社会现象之一是使用社交媒体作为推广或营销的媒体。在明库鲁,Dizla Land Hijab商店就是使用这种技术的商家之一。这家店在Instagram上有1.5万名粉丝,经常通过社交媒体推广最新产品。本研究于2022年6月在Dizla Land Hijab Store Bengkulu店进行,本研究的对象是Dizla Land Hijab Store商店的Instagram社交媒体粉丝。采用定量描述方法和抽样方法进行研究。采用随机抽样的方法,采用斯洛文公式计算,抽样对象为92人。本研究使用的有效性分析是AISAS方法。从已经进行的研究结果来看,Dizla Land Hijab商店Bengkulu商店基于社交媒体的在线营销的有效性水平为82.04%或归类为非常有效。注意维度在有效类别中的有效性值为75.3%,兴趣维度在非常有效类别中的有效性值为80.3%,搜索维度在非常有效类别中的有效性值为84.61%,行动维度在有效类别中具有有效性值。的91.3%,而分享维度的有效性值为78.4%。在有效类别中。关键词:社会化媒体,营销,有效性
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