DESIGNING A SOCIAL MEDIA CAMPAIGN TO PROMOTE BAKMI LARIS CIKARANG FOR MILLENNIALLS USING AISAS METHODOLOGY

Abstract

This thesis aims to analyze the means of developing a digital marketing strategy for Bakmi Laris through social media for brand awareness purposes for millennial targets using the AISAS (Attention, Interest, Search, Action, Share) framework. The concept of AISAS comes from consumer behavior theory to raise attention and increase interest through media-based channels. This is increasingly crucial for Bakmi Laris in the competitive market filled with too many online distractions that make millennials want to find authenticity and practicality in their dining endeavors. Thus, this study shows that the importance of each segment of the AISAS concept creates meaningful digital customer touchpoints for Bakmi Laris in the future for awareness. For Attention, the visual elements should spotlight Bakmi Laris's main dish (e.g., Bakmi Karet); for Interest, the creative stories should provide the brand story properly to appeal to the millennial generation's desires or needs. Furthermore, Search and Action rely on digital interaction and focus on the online presence touchpoint to prompt digital engagement and encourage positive ordering experiences. Finally, Share focuses on user-generated content as an organic way to garner reach. The study also justifies why a digital-first approach is necessary, as millennial behavior depends on social media third-party assessments to learn about local eating possibilities. Ultimately, this case study concludes that a thorough AISAS campaign can appeal to both Bakmi Laris's localized features and potential for digital growth, providing insights to demonstrate how solid digital marketing strategies can generate interest in headcount and the greater community.