Analisis Pengaruh Inovasi Produk Pada Media Sosial Intagram Alam Santosa Dengan Pendekatan Model AISAS

Bintang Nugraha; Nur Sabariah; Ahmad Riyadi Swandhani

doi:10.32664/mavis.v8i01.2226

Authors

Bintang Nugraha Universitas Telkom
Nur Sabariah Universitas Telkom
Ahmad Riyadi Swandhani Universitas Telkom

DOI:

https://doi.org/10.32664/mavis.v8i01.2226

Keywords:

4Es, AISAS model, Alam Santosa, ecotourism, Instagram

Abstract

This study analyzes the representation of kaulinan barudak product innovation through the 4Es framework within the digital marketing communication of the Instagram account Alam Santosa using the AISAS model. Employing descriptive qualitative methods with data triangulation through content analysis, observation, and document review, the research reveals that while product innovation exists, it remains suboptimally integrated into structured marketing communication. Key barriers include inconsistent content continuity at the Attention stage, limited educational narratives at Interest, insufficient structured information at Search, absence of clear transaction pathways at Action, and weak user-generated content drivers at Share. The study produces strategic recommendations for 4Es integration across AISAS stages to optimize digital content. Its novelty lies in applying AISAS-4Es integration to digital ecotourism rooted in local culture, offering both theoretical contributions and practical guidance for destination managers.

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