Penerapan AISAS dalam Strategi Content Marketing pada Akun Instagram @indibiz.bogor PT Telkom Indonesia

Abstract

Penelitian ini menganalisis penerapan model AISAS (Attention, Interest, Search, Action, Share) dalam strategi content marketing pada akun Instagram @indibiz.bogor sebagai media promosi brand Indibiz PT Telkom Indonesia. Metode yang digunakan adalah kualitatif deskriptif dengan teknik observasi dan wawancara mendalam bersama tim Business Services PT Telkom Indonesia. Analisis dilakukan berdasarkan tahapan model AISAS yang menjadi kerangka dasar dalam penyusunan penelitian ini yang mengacu pada lima indikator kualitas konten menurut buku The Internet Marketing Academy, yaitu educates, informs, connects, entertains, dan create trustworthiness. Hasil penelitian menunjukkan bahwa pengelolaan akun Instagram dilakukan secara terstruktur melalui konten feeds, stories, dan live. Tahap Attention ditunjukkan melalui visual dan narasi menarik. Interest dan Search ditunjukkan melalui konten yang edukatif, caption, dan hashtag yang relevan. Action dicapai melalui konten hard selling, dan Share melalui testimoni pelanggan. Model AISAS mengarahkan pemasaran Indibiz melalui platform Instagram untuk memperkuat posisi brand Indibiz di pasar digital B2B (business-to-business).

This study aims to analyze the implementation of the AISAS model (Attention, Interest, Search, Action, Share) in the content marketing strategy of the Instagram account @indibiz.bogor as a promotional platform for the Indibiz brand of PT Telkom Indonesia. This research employs a descriptive qualitative method through observation and in-depth interviews with the Business Services team. The analysis is based on the AISAS model as the main framework in developing marketing strategies, referring to five content quality indicators by The Internet Marketing Academy: educates, informs, connects, entertains, and creates trustworthiness. The findings reveal that the Instagram account is managed in a structured manner such as feeds, stories, and live sessions. The Attention stage is achieved through attractive visuals and engaging narratives. Interest and Search stages are built through educational content, informative captions, and relevant hashtags. Action is encouraged through hard-selling content, while the Share stage is supported by customer testimonials. The AISAS model effectively guides Indibiz’s digital marketing on Instagram to strengthen the brand's position in the B2B digital market.