AISAS DALAM KOMUNIKASI PEMASARAN (Studi Pada Website Belanja Online BeautyHaul)

There are many forms of digital marketing communication, namely through social media (Instagram, YouTube, Facebook, websites). Beauty Haul is a website that provides various kinds of cosmetic products. The purpose of this research is to find out how the Aisas Model is applied in marketing communications on the Beauty Haul Online Shopping Website. The informants in this research were Beautyhaul's Digital Marketing and Brand Activation and Promotion staff. Data was collected by interviews, and analyzed using Miles and Huberman's qualitative data analysis.
The research results show that advertising marketing communication is carried out at the Attention stage, namely with advertising flyers on the front page of the site and categorizing products that are currently being sought by consumers on the front page of the website. In Direct Marketing marketing communications, the Action stage is carried out with the basket feature and account personalization, while in the Share stage it is carried out by providing reviews and ratings by consumers, Newsletters and Hyperlinks. In Sales Promotion marketing communications, the Attention stage is carried out by placing an original and BPOM-certified logo. Interest stages are carried out with Flashsale and free shipping and payment service options. The Search stage is carried out using a search engine feature, categorizing searches based on brand names and product categories, displaying reviews and ratings as well as a skin analysis feature using A.I.