@phdthesis{digilib71658,
           month = {June},
           title = {IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN ONLINE AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA AKUN INSTAGRAM @LUNANUOVASTUDIO\_ UNTUK MEMPERTAHANKAN BRAND AWARENESS},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21107030123 Avi Tiara Oki Herawati},
            year = {2025},
            note = {Dr. Rama Kertamukti, S.Sos., MSn},
        keywords = {Model AISAS, Instagram, Brand Awareness (Kesadaran Merek)},
             url = {https://digilib.uin-suka.ac.id/id/eprint/71658/},
        abstract = {This study aims to analyze the implementation of online marketing communication strategies by the AISAS (Attention, Interest, Search, Action, Share) approach on the Instagram account @lunanuovastudio\_ in maintaining brand awareness. In the midst of increasingly competitive photography industry competition, brand awareness is a key element in maintaining the existence of a brand. The AISAS model describes the behavior of digital consumers who are dynamic and actively involved in the process of purchasing and disseminating brand information. This study uses a qualitative descriptive method, with data collection techniques through interviews studio owner, marketing team, consumers, observations, and documentation. The result of the study shows that @lunanuovastudio\_ optimizes consistent, interactive, and informative visual content. The studio utilizes the power of visual branding to attract attention (attention), develop interest through behind-the-scenes videos (interest), provide easily accessible information through bio and highlights (search), encourage direct ordering actions via Instagram (action), and strengthen digital word-of-mouth promotion through reposting customer content (share). This strategy in this context to be not only effective in maintaining brand awareness, but also able to create a strong emotional connection between brands and consumers on dynamic and competitive social media platforms such as Instagram.}
}