PENERAPAN MODEL AISAS PADA MARKETING DIGITAL LEMBAGA AMIL ZAKAT DALAM MENINGKATKAN KEPERCAYAAN MASYARAKAT
Authors: Mokhammad Fazar  , Ali Hamdan  
Published: June 2024

In today's era of globalization, rapid technological advances have driven progress in many social areas. Today's technological advances are triggering a shift in marketing strategies towards more contemporary ones.This study aims to test and find out how the application of the AISAS model in the digital marketing of the Amil Zakat Institute in increasing public trust and the strategy of LAZNAS Yatim Mandiri in increasing public trust through digital marketing. The method used in this study is a qualitative descriptive method that relies on the AISAS model (Attention, Interest, Search, Action, &; Share). Data collection techniques in this study are interviews, observation, documentation, and library data collection. The results of this study show that (1) LAZNAS Yatim Mandiri uses a promotion system in the form of share to share activities or programs of institutions that have been run. The biggest platforms are websites, youtube, instagram, and tiktok. (2) The success of LAZNAS Yatim Mandiri in implementing its excellent programs in the midst of very tight competition between Zakat Institutions. This success is due to the implementation of a consistent and well-integrated digital marketing strategy and in line with the AISAS Model strategy, namely: Attention, Interest, Search, Action, and Share.

Keywords : Efficiency, Marketing, AISAS, Trust Model, Community

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