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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Faisal Sa'ban
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Decision Sciences, Operations Research & Management

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ANALISIS PENGARUH SELFIE PADA PROSES PENGAMBILAN KEPUTUSAN PELANGGAN BERBASIS AISAS Faisal Sa'ban; Salamatun Asakdiyah; Zunan Setiawan; Fitroh Adhilla; Agus Siswanto
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1033

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.
Co-Authors Agus Siswanto Fitroh Adhilla Salamatun Asakdiyah Zunan Setiawan