Analisis Consumer Journey Audiens TikTok @asakecil berdasarkan AISAS Model

Rizki, Lisa Amaliah (2026) Analisis Consumer Journey Audiens TikTok @asakecil berdasarkan AISAS Model. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The kidult phenomenon reflects the growing consumption of toys traditionally associated with children among adults, particularly Generation Z and Millennials. The development of social media, especially TikTok, has contributed to shaping consumers’ journeys from discovering toys to making purchasing decisions. This study aims to analyze the consumer journey of @asakecil’s TikTok audience based on the AISAS model (Attention, Interest, Search, Action, Share) within the context of the kidult phenomenon. This research employed a qualitative approach using a case study method. Data were collected through in-depth interviews with six followers of @asakecil and one triangulator who works as a social media specialist. The findings show that the Attention stage is formed through visual appeal, natural narration, and concise product introductions. The Interest stage is characterized by product relevance, content quality, and curiosity. In the Search stage, audiences utilize comment sections, searches across digital platforms, and information from fellow audiences. The Action stage occurs through both online and offline purchases and is not always planned. Meanwhile, the Share stage is reflected through independently created content, personal sharing, and feedback. Overall, the findings indicate that the audience journey is not entirely linear and is closely related to emotional experiences and the consumption characteristics of kidult.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Consumer Journey, AISAS, TikTok, Kidult, Audience.
Subjects:	Communication Science > Digital Communication Communication Science > Marketing Communications Communication Science > Social media (Media sosial) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Lisa Amaliah Rizki
Date Deposited:	14 Sep 2026 11:56
Last Modified:	14 Sep 2026 11:56
URI:	https://repository.bakrie.ac.id/id/eprint/14443

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