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            "given": "Monika Pretty",
            "family": "Aprilia",
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      "keywords": "Pemasaran Media Sosial, Model AISAS, Instagram, Wedding Venue,\r\nPerilaku Konsume, Social Media Marketing, Consumer Behavior.",
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      "department": "Fakultas Ekonomi & Sosial",
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      "abstract": "Penurunan angka pernikahan dan tingginya persepsi risiko pada jasa \r\npenyewaan wedding venue yang tidak berwujud (intangible) menuntut pelaku\r\nusaha di Yogyakarta untuk mengoptimalkan platform Instagram sebagai etalase\r\nvisual utama. Penelitian ini bertujuan menganalisis penerapan pemasaran media\r\nsosial model AISAS pada akun @amoravenueyogyakarta guna memfasilitasi\r\nperjalanan konsumen dan mereduksi kecemasan calon pengantin. Menggunakan\r\nmetode kualitatif deskriptif dengan pendekatan studi kasus, pengumpulan data\r\ndilakukan melalui observasi, dokumentasi, dan wawancara mendalam. Hasil\r\npenelitian menunjukkan tahap Attention berhasil dimenangkan melalui\r\npemanfaatan fitur Instagram Reels beraudio tren, sementara Interest dibangun\r\nlewat pendekatan edukasi di Instagram Feed. Keunggulan kompetitif utama\r\nAmora terletak pada transparansi radikal informasi harga dan fasilitas melalui\r\nInstagram Highlight (Search), yang terbukti secara signifikan mereduksi\r\nhambatan pencarian konsumen. Transparansi tersebut mempercepat konversi\r\npemesanan di tahap Action melalui tautan Link in Bio yang didukung oleh\r\nresponsivitas admin. Siklus pemasaran ini disempurnakan pada tahap Share\r\nmelalui budaya mengunggah ulang konten klien (User Generated Content) di\r\nInstagram Story, yang menciptakan kebanggaan timbal balik dan bukti sosial\r\ntepercaya. Untuk menutupi celah ketergantungan pada algoritma organik dan\r\nprivasi akun klien, Amora direkomendasikan untuk mengintegrasikan Instagram \r\nAds yang tertarget, otomatisasi sistem pemesanan, dan taktik insentif fisik di \r\nlokasi.",
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            "given": "Alisha Larasti"
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