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

Penulis

Bintang Nugraha Universitas Telkom
Nur Universitas Telkom
Nur Universitas Telkom

DOI:

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

Kata Kunci:

4Es, Alam Santosa, Ekowisata, Instagram, Model AISAS

Abstrak

Penelitian ini menganalisis pengaruh inovasi produk kaulinan barudak melalui konsep 4Es terhadap perilaku konsumen digital di Instagram Alam Santosa menggunakan model AISAS. Dengan metode deskriptif kualitatif melalui triangulasi data melalui analisis konten, observasi, dan studi dokumen Instagram Insights. Penelitian menemukan bahwa inovasi produk telah hadir namun belum terintegrasi optimal dalam komunikasi pemasaran terstruktur. Hambatan tersebut meliputi rendahnya kontinuitas konten pada Attention, keterbatasan narasi edukatif pada Interest, minimnya informasi terstruktur pada Search, ketiadaan alur transaksi pada Action, dan rendahnya prompting user-generated content pada tahap Share. Penelitian menghasilkan rekomendasi strategis integrasi 4Es pada setiap tahapan AISAS untuk optimalisasi konten digital. Kontribusi mencakup perspektif teoretis relevansi AISAS untuk ekowisata digital berbasis budaya lokal dan panduan praktis bagi pengelola destinasi wisata.

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