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Tradition and Modernity of Humanity
Published by TALENTA PUBLISHER
ISSN : 28073118     EISSN : 29621208     DOI : https://doi.org/10.32734/tmh
Core Subject : Humanities, Education, Art, Social,
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences
Tradition and Modernity of Humanity based at Lembaga Penelitian Universitas Sumatera Utara in Medan, TALENTA Publisher as a publisher and publishing articles in both English and Indonesia, the journal provides a space for innovative theoretical as well as empirical contributions to issues that transcend the framework of the traditional disciplines. Given its international orientation, contributions of a comparative or cross-cultural nature are particularly welcome. Focus and Scope Tradition and Modernity of Humanity for the analysis and debate of trends and approaches in social science research. Tradition and Modernity of Humanity is an interdisciplinary journal with strong bases in some areas of the disciplines of linguistics,, anthropology, sociology, history, and economics, and to some extent of psychology, philosophy, and political science. Contributions are welcome from all of these disciplines, but in particular when they address challenging and comprehensive issues in the analysis of major social transformations and promote innovative conceptual approaches.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 81 Documents
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The Implementation of the AISAS Model in Viral Marketing at Mixue Nisrina Puspa Kirana
Tradition and Modernity of Humanity Vol. 5 No. 3 (2025): September
Publisher : TALENTA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/tmh.v5i3.27099

Abstract

Mixue as a beverage and ice cream brand from China has succeeded in attracting the attention of the Indonesian people, including in Semarang, through a marketing strategy that relies on the power of social media and consumer engagement. This study aims to analyze the application of the AISAS (Attention, Interest, Search, Action, Share) model in Mixue's viral marketing strategy in Semarang City. This study uses a qualitative method, with the AISAS (Attention, Interest, Search, Action, Share) concept theory. Data were collected through interview and observation techniques. The results of the study show that Mixue has succeeded in implementing each stage in the AISAS model optimally. The Attention stage is obtained through the creation of memorable content and distinctive visual design. The Interest stage arises from affordable product prices and flavors that suit local market tastes. Consumers then search for more information through social media and digital platforms. After that, they take action in the form of direct purchases at the outlet. Finally, the Share stage can be seen from the high activity of sharing consumption experiences through uploading photos, videos, and reviews on various social media, which strengthens the viral marketing effect. Thus, the application of the AISAS model in Mixue's viral marketing strategy in Semarang has proven effective in building brand awareness, encouraging purchasing decisions, and creating active consumer participation in spreading brand information organically.

Page 9 of 9 | Total Record : 81

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