Proceedings of the 7th International Conference on Information Technology, Engineering, and Business Applications (ICIBA) and 3rd Social Science & Economic International Conference (SOSEIC 2024)

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The Application of The AISAS Model in WhatsApp Marketing Strategy to Increase Sales Conversion

Authors
Arius Satoni Kurniawansyah1, *, Sri Rahayu2
1Informatics Engineering, Universitas Dehasen Bengkulu, Bengkulu, Indonesia
2Management Study Program, Universitas Muhammadiyah Palembang, Palembang, Indonesia
*Corresponding author. Email: ariussatoni@unived.ac.id
Corresponding Author
Arius Satoni Kurniawansyah
Available Online 15 September 2025.
DOI
10.2991/978-2-38476-466-2_5How to use a DOI?
Keywords
AISAS model; WhatsApp marketing; customer engagement; MSME; digital marketing strategy
Abstract

This study aims to analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) in the WhatsApp Marketing strategy of Raja Kurma Bengkulu, an MSME engaged in the trade of dates, Hajj/Umrah souvenirs, and Middle Eastern specialty products. A qualitative case study approach was employed, involving in-depth interviews with the business owner, marketing manager, sales staff, and active customers; participant observation; and document analysis. Data were analyzed using thematic analysis to identify strategies implemented at each AISAS stage. The findings reveal that at the Attention stage, seasonal-themed broadcast messages and visually engaging content effectively increased brand awareness and message open rates. The Interest stage leveraged bundled offers, limited-time promotions, and personalized communication to strengthen customer engagement. The Search stage provided comprehensive information through product catalogs, testimonials, and rapid responses, which built trust and reduced hesitation. The Action stage simplified the purchasing process with click-to-order features, flexible payment options including COD, and fast delivery, resulting in higher conversions. Finally, the Share stage encouraged organic promotion through user-generated content, referral incentives, and community building, fostering customer loyalty and repeat purchases. Overall, the integration of AISAS in WhatsApp Marketing has proven effective in increasing customer engagement, strengthening consumer trust, and enhancing sales conversions. These results provide both theoretical contributions to digital marketing literature and practical recommendations for MSMEs to implement structured and sustainable marketing strategies in the digital era.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Information Technology, Engineering, and Business Applications (ICIBA) and 3rd Social Science & Economic International Conference (SOSEIC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 September 2025
ISBN
978-2-38476-466-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-466-2_5How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Arius Satoni Kurniawansyah
AU  - Sri Rahayu
PY  - 2025
DA  - 2025/09/15
TI  - The Application of The AISAS Model in WhatsApp Marketing Strategy to Increase Sales Conversion
BT  - Proceedings of the 7th International Conference on Information Technology, Engineering, and Business Applications (ICIBA) and 3rd Social Science & Economic International Conference (SOSEIC 2024)
PB  - Atlantis Press
SP  - 45
EP  - 58
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-466-2_5
DO  - 10.2991/978-2-38476-466-2_5
ID  - Kurniawansyah2025
ER  -