ANALISIS PENGARUH SELFIE PADA PROSES PENGAMBILAN KEPUTUSAN PELANGGAN BERBASIS AISAS

https://doi.org/10.34308/eqien.v11i03.1033

Authors

  • Faisal Sa'ban Magister Manajemen. Fakultas Ekonomika dan Bisnis. Universitas Ahmad Dahlan.
  • Salamatun Asakdiyah Magister Manajemen. Fakultas Ekonomika dan Bisnis. Universitas Ahmad Dahlan.
  • Zunan Setiawan Magister Manajemen. Fakultas Ekonomika dan Bisnis. Universitas Ahmad Dahlan.
  • Fitroh Adhilla Magister Manajemen. Fakultas Ekonomika dan Bisnis. Universitas Ahmad Dahlan.
  • Agus Siswanto Magister Manajemen. Fakultas Ekonomika dan Bisnis. Universitas Ahmad Dahlan.

Keywords:

Promotion, Selfie, Advertising, Decision making, PLS SEM

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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Published

2022-12-03

How to Cite

Sa'ban, F., Asakdiyah, S., Setiawan, Z., Adhilla, F., & Siswanto, A. (2022). ANALISIS PENGARUH SELFIE PADA PROSES PENGAMBILAN KEPUTUSAN PELANGGAN BERBASIS AISAS. Eqien - Jurnal Ekonomi Dan Bisnis, 11(03), 757–769. https://doi.org/10.34308/eqien.v11i03.1033

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