<![CDATA[The use of social media as a marketing communication tool has become increasingly important for culinary businesses seeking to attract attention and build customer relationships. Waroeng Babakan in Tangerang City utilizes its Instagram account, @waroeng_babakan1, to convey information about its products, atmosphere, and activities. This study aims to analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) in fostering customer satisfaction at Waroeng Babakan. The research employs a constructivist paradigm with a descriptive qualitative approach and a single case embedded design. Data were gathered through semi-structured interviews, observation, and documentation involving nine informants, including the owner, social media administrator, staff, and customers, analyzed using the Miles and Huberman interactive model. The results indicate that all AISAS stages were applied with varying effectiveness: attention and interest were built through event, venue, and menu content; search combined Instagram, Google, and word-of-mouth; action included visits and direct-message communication; and share occurred through customer posts, official reposts, and verbal recommendations. Customer satisfaction was shaped not only by Instagram communication but by the alignment between expectations and actual experience, influenced by menu appeal, taste consistency, pricing, atmosphere, and amenities such as Wi-Fi and live music, though gaps remained in menu variety and service friendliness. Thus, the AISAS model shapes customer expectations prior to a visit, while satisfaction is formed through the actual experience gained during the visit.]]>
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