The Implementation of the AISAS Model in Viral Marketing at Mixue

Abstract

Mixue as a beverage and ice cream brand from China has succeeded in attracting the attention of the Indonesian people, including in Semarang, through a marketing strategy that relies on the power of social media and consumer engagement. This study aims to analyze the application of the AISAS (Attention, Interest, Search, Action, Share) model in Mixue's viral marketing strategy in Semarang City. This study uses a qualitative method, with the AISAS (Attention, Interest, Search, Action, Share) concept theory. Data were collected through interview and observation techniques. The results of the study show that Mixue has succeeded in implementing each stage in the AISAS model optimally. The Attention stage is obtained through the creation of memorable content and distinctive visual design. The Interest stage arises from affordable product prices and flavors that suit local market tastes. Consumers then search for more information through social media and digital platforms. After that, they take action in the form of direct purchases at the outlet. Finally, the Share stage can be seen from the high activity of sharing consumption experiences through uploading photos, videos, and reviews on various social media, which strengthens the viral marketing effect. Thus, the application of the AISAS model in Mixue's viral marketing strategy in Semarang has proven effective in building brand awareness, encouraging purchasing decisions, and creating active consumer participation in spreading brand information organically.