Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato

Abstract

Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.

Assessing the attention-interest-search-action-share (AISAS) model on the traditional textile exhibition visitors

“…When visitors receive focused attention and engagement from exhibition organisers, it captures their interest and increases their engagement with the exhibition. This finding aligns with previous research conducted by Lin and Chen [44] and Ruswandi et al [45] , who highlight the importance of attention in creating consumer interest. These studies emphasise that capturing and maintaining consumers' attention is crucial in generating interest and engaging them effectively.…”

The Use of AISAS Method in Telemedicine Advertisement (Sentence Case)

“…In line with the study by Abdurrahim et al (Abdurrahim et al, 2019), that interest has a negative effect toward customer's decision, because customer desires to make purchases are influenced by factors other than just their own interests. Advertisement in social media has a limit, it can be due to the advertisement's ambiguous and constrained Customers need to acquire more information to make purchasing selections because social media presence has restrictions on it, such as the number of words that can be displayed and the length of the show, and customers who do search up information about a product can become less interested in it (Cheah et al, 2019;Ruswandi et al, 2021). This search process is crucial, especially in the Net Generation, which makes using the internet to find information important (Xue et al, 2021).…”

Strategi Komunikasi Pemasaran Optimum Nutrition Melalui E-Marketplace pada Paska Pandemi

“…Model AISAS sendiri adalah kerangka fundamental dalam pengambilan keputusan yang dihasilkan dari respon pada aktivitas promosi. Minat dan perhatian pelanggan pada produk/layanan dalam model AISAS didapatkan dari pesan promosi dan iklan yang berada pada media digital (Ruswandi, et al, 2021).…”