ANALISIS PENGARUH SELFIE PADA PROSES PENGAMBILAN KEPUTUSAN PELANGGAN BERBASIS AISAS

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Faisal Sa'ban
Salamatun Asakdiyah
Zunan Setiawan
Fitroh Adhilla
Agus Siswanto

Abstract

This study examines and analyzes the effect of the selfie promotion method on the customer's decision-making process using the AISAS model. Data were assessed and analyzed using PLS-SEM modeling. The results show that the AISAS model with selfie promotion produces better in-sample predictions (model selection criteria). This study is important to understand the effect of advertising-supported selfie promotion on decision-making processes and provide insight into how companies can leverage advances in communication technology to drive selfie-driven behavior promoting innovative and competitive products. Assessment of the effect of selfie promotional advertisements on the decision-making process using PLS-SEM and model selection criteria for articulating the relevance of selfies as a promotional tool.

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