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All Journal BUDGETING : Journal of Business, Management and Accounting
Donafeby Widyan
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Humanities Social Sciences

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Analisis Model AISAS untuk Strategi Perusahaan Konstruksi (Studi pada Perusahaan CSM) Wahab, Cieza; Donafeby Widyan
BUDGETING : Journal of Business, Management and Accounting Vol. 7 No. 2 (2026): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/r7casp73

Abstract

Construction service providers, including Cipta Sarana Mandiri, are beginning to expand into the retail sector. Consequently, social media has become a crucial tool for these companies to conduct efficient and effective marketing communications in the retail segment. Social media platforms serve as crucial hubs for consumers to search for and share product information, especially for complex products such as those in the construction industry. Furthermore, the evolution of internet and social media usage has shifted consumer behavior models from the traditional AIDA (Attention-Interest-Desire-Action) framework to AISAS (Attention-Interest-Search-Action-Share). This qualitative research examines Cipta Sarana Mandiri's Instagram strategy using the AISAS Model. The study involved 15 stakeholder interviews, employing a triangulation methodology to ensure a comprehensive analysis of the company's approach from multiple perspectives. These findings underscore the importance of the Share stage of AISAS for the company, highlighting its crucial role in influencing consumer purchasing decisions. Triangulation, by combining insights from multiple stakeholders and observations, enriches the analysis and provides a more holistic understanding of how consumer input and experiences shape perceptions and behaviors in the construction sector. This study recommends that companies implement strategies specifically designed for the Share stage, emphasizing the importance of consumer feedback and experience in shaping consumer perceptions and behaviors toward products characterized by trust.   Keywords: AISAS, Construction Industry, Instagram, Marketing Strategy
Co-Authors Wahab, Cieza