Analisis Model Aisas dalam Strategi Pemasaran Konten Melalui Media Sosial untuk Meningkatkan Brand Awareness pada Pt Lautan Natural Krimerindo
DOI:
https://doi.org/10.58192/profit.v5i4.5331Keywords:
AISAS, Brand Awareness, Content Marketing, Instagram, Social MediaAbstract
Social media has become an essential platform for companies to strengthen brand awareness and engage with target audiences through digital content marketing. PT Lautan Natural Krimerindo utilizes Instagram under the Ellenka Professional brand to promote its products and communicate with customers in the Hotel, Restaurant, and Café (HORECA) sector. This study aims to analyze the implementation of the AISAS (Attention, Interest, Search, Action, Share) model in the company's social media content marketing strategy to improve brand awareness. The research employed a descriptive qualitative approach using observation, in-depth interviews, documentation, and analysis of Instagram Insights data collected from March to May 2026. The findings indicate that the AISAS model was implemented effectively throughout the content marketing process. The strategy successfully attracted audience attention through engaging visual content, increased interest with educational and promotional materials, encouraged information searches, stimulated customer interactions and purchase intentions, and motivated audiences to share content through digital engagement. The study also found that consistent and relevant content contributed to improving account performance and strengthening brand awareness. These findings imply that the AISAS model can serve as an effective framework for developing social media content marketing strategies that enhance digital marketing performance and strengthen competitive advantage.
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