ANALISIS STRATEGI DIGITAL BRANDING BERBASIS PERSONAL INFLUENCE DAN RELATIONAL NETWORK MENGGUNAKAN MODEL AISAS (STUDI KASUS: OLIN CAFE MADIUN)

Ivanidden, Dida (2026) ANALISIS STRATEGI DIGITAL BRANDING BERBASIS PERSONAL INFLUENCE DAN RELATIONAL NETWORK MENGGUNAKAN MODEL AISAS (STUDI KASUS: OLIN CAFE MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

Dida Ivanidden. 2026. Analysis of Digital Branding Strategy Based on Personal Influence and Relational Network Using the AISAS Model. Information Systems Study Program, Faculty of Engineering, Universitas PGRI Madiun. Advisors (I) Dimas Setiawan, S.Kom., M.Kom., (II) Andria, S.Kom., M.Kom. This research is motivated by the digital branding issues at Olin Café Madiun, which have predominantly focused on one-way visual content. This study aims to analyze the implementation of personal influence, relational network, and the AISAS model in digital branding activities, as well as to formulate adaptive development strategies to enhance customer engagement. The research method used is mixed methods, employing a quantitative approach through questionnaires distributed to 93 respondents and a qualitative approach through in-depth interviews with the owner and customers. The results of the study indicate that the implementation of Personal Influence and Relational Network plays a crucial role in shaping consumer behavior at Olin Café Madiun. Analysis based on the AISAS model reveals that the cafe is highly effective in the Attention and Interest stages through direct interactions and physical facilities, but still requires improvement in the Search stage (ease of finding digital information) and the Share stage (encouragement to share experiences on social media). Based on these findings, a digital branding strategy is formulated, focusing on storytelling content optimization, community-based program strengthening, and digital review enhancement to complete the customers' AISAS cycle.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Digital Branding, Personal Influence, Relational Network, Model AISAS, Storytelling, Keterlibatan Pelanggan, Olin Café Madiun. Keywords: Digital Branding, Personal Influence, Relational Network, AISAS Model, Storytelling, Customer Engagement, Olin Café Madiun
Subjects:	T Technology > T Technology (General)
Divisions:	Fakultas Teknik > Sistem Informasi
Depositing User:	DIDA IVANIDDEN DIDA
Date Deposited:	24 Sep 2026 06:30
Last Modified:	24 Sep 2026 06:30
URI:	http://eprint.unipma.ac.id/id/eprint/9838

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