APPLICATION OF AISAS MODEL IN VISUAL COMMUNICATION CAMPAIGN CONCEPT DESIGN FOR UNIVERSITAS TARUMANAGARA INTERIOR DESIGN

Abstract

This research investigates the design of a visual communication campaign intended to increase prospective students’ interest in selecting the Interior Design Study Program at Universitas Tarumanagara (Untar). Using the AISAS model (Attention, Interest, Search, Action, and Share), a proven framework in marketing communication, the study aims to capture attention and engage audiences effectively. The motivation for this study stems from the worrying decline in applicants for the program in recent years, with the COVID-19 pandemic being a major contributing factor to this issue. The primary goal is to identify the key factors affecting prospective students' decision-making when choosing a major. Additionally, this research seeks to develop a more relevant and effective visual communication strategy to address these challenges. The research methodology involves surveys targeting potential students, interviews with experts in design and visual communication, a review of educational marketing literature, and focus group discussions for deeper insights. Findings show that despite the Interior Design Study Program at Untar holding an A accreditation, student enrollment has significantly decreased since the pandemic. To address this decline, an innovative visual communication campaign is crucial. The proposed campaign will use both digital and print media to increase awareness, interest, and understanding of the interior design field. By applying the AISAS model, this research offers strategic recommendations to attract more applicants and improve enrollment in the program, helping to ensure its future success and sustainability.