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Idola Perdini Putri
Universitas Telkom
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ANALYZING AISAS MODEL APPLICATION IN INSTAGRAM MARKETING COMMUNICATION: A CASE STUDY OF A MICRO BUSINESS Adenia Safarani; Idola Perdini Putri
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

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Abstract

Social media has become an important marketing communication channel for micro businesses, particularly in the food and beverage (F&B) sector. However, many micro businesses face human resource constraints, making it necessary to optimize the use of digital platforms. This study aims to analyze the implementation of marketing communication strategies on Instagram by an F&B microbusiness in Bandung Regency, using the AISAS (Attention, Interest, Search, Action, Share) model. A qualitative approach with a single-case study design was employed. Data were collected through in-depth interviews with eight purposively selected informants, supported by observations and documentation. The findings show that the business effectively utilized Instagram despite limited human resources. One of the key strategies identified was collaboration with micro-influencers, which helped increase brand visibility and reach target audiences more efficiently. The business also helped consumers find information through accessible content and active engagement on social media. Furthermore, positive consumer responses and content sharing helped expand the brand’s exposure and encourage a continuous AISAS cycle. This study suggests that effective marketing communication in micro businesses depends on the ability to deliver relevant content, engage consumers, and strategically collaborate with external parties such as micro-influencers to maximize marketing outcomes under resource constraints.
Co-Authors Adenia Safarani ADRIO KUSMAREZA ADIM Agus Aprianti Aiza Nabila Arifputri Aiza Nabilla Arifputri Akbar, Moh. Deni Alika Sandra Puspita S. Alila Pramiyanti Almira Shabrina Andi Hasan Al Husain Anisa Diniati Apriani, Indah Saqinah Arzeta, Desanti Dila Bayhaqi, Muhammad Rizky Chairunnisa Griselda Chandra, Meylinda Dhiaulhaq, Aisyah Rahadatul Aisyah Dini Salmiyah Dudi Rustandi Dzakwan, Muhammad Alfanza Rizqy Ellisha Nasruddin Fadilah, Muhammad Rizki Fahreza Farah Dhiba Putri Liany Febrilaylia, Fanissa Fiqie Lavani Melano Fithrah Ali, Dini Salmiyah Fitri, Rachmawati Aulia Gede Agung Ary Gusti Rofhi Helen Nadya Saraswati Iis Kurnia Nurhayati Imron, Mochamad Irna Yuniar Januarizad, Firdausi Rizkilah Juddi, Moh Faidul Juddi, Muhammad Faidol Juliana Abdul Wahab Kastaman, Kastaman Kenia Azzahra Leny Pramedia Widyanigrum Lusi Susilawati Mahardika, Fadane Raihan Makarim, Faris Lutfi Mu’min, Ma’ruf Amarul Nofha Rina Pramudiaz, Abel Syailendra Pratama, Okta Andika Rabbani, Muhammad Akmal Rachmanda Mochamad S Raihan Mahardika, Fadane Raswyshnoe Boing Kotjoprayudi Ratih Hasanah Sudrajat Reni Nuraeni, Reni Reni Nureni Reni Nureni Reni Nureni Rifqy, Fathiya Jannatur Rizkiana, Neva Chairunnisa Safardianti, Nisrina Hasna Salim, Danang Qolbin SARAGIH, WERIHISFENLI Sastrya Naibaho Seprina, Wa Ode Setiadi, Dudi Siti Shadrina Azizaty Sucianty Dyah Astuti Syawalia, Elisa Febri Widayanti, Asti Wijaya, Andini Aulia Putri Yogie Alwaton YUYUN SITI ROHMAH Zhu, Putra Khe zulfa, indana