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Assessing the attention-interest-search-action-share (AISAS) model on the traditional textile exhibition visitors

Usep Suhud, Raya Sulistyowati, Doni Sugianto Sitohang, Ernita Maulida, Meta Bara Berutu

Article ID: 2408
Vol 9, Issue 7, 2024, Article identifier:

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Abstract

Indonesia, rich in diverse ethnicities, celebrates numerous traditional textile traditions. Traditional textile marketing often finds expression through exhibitions. This study explores the applicability of the AISAS model in the exhibitions of traditional textiles in Jakarta. The research engages 235 participants aged 17 and above, all social media users with prior attendance at such exhibitions. Data analysis uses exploratory and confirmatory factor analyses and structural equation modelling. Hypothesis testing for the linear AISAS model affirms the impact of attention on interest, interest on search, search on action, and action on share, demonstrating positive outcomes. The non-linear AISAS model also confirms the impact of attention on interest and interest on search. However, the impact of interest on action reveals a nuanced result and the effects of search on action face rejection. This study holds significance for MICE (meetings, incentives, conferences, and exhibitions) marketing and textile exhibition strategies, providing valuable insights into consumer behaviour during traditional textile exhibitions.


Keywords

AISAS model; social media; marketing communication; online behaviour; traditional textile marketing

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DOI: https://doi.org/10.59429/esp.v9i7.2082
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