PENGARUH PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN MODEL AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA PRODUK DONAT DI ABATA DONUTS SURAKARTA JAWA TENGAH

Abstract

ABSTRACT : Abata Donuts is a donut shop in Surakarta with its main product, donuts. The success of attracting consumers cannot be separated from the role of online social media. This study aims to determine the effect of online promotion with the AISAS approach (Attention, Interest, Search, Action, and Share) simultaneously and partially on the decision to purchase donut products at Abata Donuts, and to find out which AISAS variables have the most influence on donut product purchasing decisions in Abata Donuts Surakarta, Central Java. The basic research method used is descriptive and analytical methods. This research took place in Abata Donuts, on purpose (purposive sampling). The sampling method in this study is the nonprobability sampling method. The data used are primary and secondary data. Data collection techniques were carried out online and offline. The data analysis used is the classical assumption test, multiple linear regression analysis, hypothesis testing. The results showed that simultaneously online promotion with the AISAS approach had a significant effect on purchasing decisions of Abata Donuts consumers with a significance level of 0.000 and partially the AISAS variable which had a significant effect on purchasing decisions of Abata Donuts consumers, including Attention 0.03, Interest 0.044, and Share 0.000. The variable that most influences the purchasing decisions of Abata Donuts consumers is the share variable with the highest Standardized Coefficients Beta value of 0.379.

Keyword : Online Promotion, AISAS, Purchase Decision, Multiple Linear Regression