PEMBUATAN KONTEN INSTAGRAM @PUSTAKAMPR UNTUK MEMBANGUN BRAND AWARENESS PERPUSTAKAAN MPR RI BERBASIS TEORI AISAS

The Library of the People’s Consultative Assembly of the Republic of Indonesia (MPR RI) needs a more structured Instagram content strategy to build brand awareness, considering that its content creation has so far been situational and has not applied a specific message design method, including the AISAS model (Attention, Interest, Search, Action, Share). This final report aims to identify the stages of creating Instagram content in the Reels format for the MPR RI Library based on the AISAS model as an effort to build brand awareness. The method used is descriptive qualitative, with data collection techniques consisting of observation, literature study, and interviews. The results show that the application of the AISAS model helps content have a more directed message flow, starting from attracting attention, building interest, encouraging information search, encouraging audience action, and opening opportunities for the audience to share the content, both in the form of digital interaction and physical visits to the MPR RI Library. Brand awareness is measured through the impressions indicator obtained from Instagram Insight, as well as physical visit data obtained from interviews with librarians of the MPR RI Library. AISAS-based Instagram content can be an effective effort in building the brand awareness of the MPR RI Library, particularly at the brand recognition stage.
Keywords: AISAS, Brand Awareness, Instagram Reels content.

Perpustakaan MPR RI memerlukan strategi konten Instagram yang lebih terstruktur untuk membangun brand awareness, mengingat pembuatan konten yang berjalan selama ini masih bersifat situasional dan belum menerapkan metode perancangan pesan tertentu, termasuk model AISAS (Attention, Interest, Search, Action, Share). Tugas akhir ini bertujuan untuk mengetahui tahapan pembuatan konten Instagram dalam format Reels Perpustakaan MPR RI berdasarkan model AISAS sebagai upaya membangun brand awareness. Metode yang digunakan adalah metode kualitatif deskriptif, dengan teknik pengumpulan data berupa observasi, studi pustaka, dan wawancara. Hasil penulisan menunjukkan bahwa penerapan model AISAS membantu konten memiliki alur pesan yang lebih terarah, mulai dari menarik perhatian (attention), membangun ketertarikan (interest), mendorong pencarian informasi (search), mendorong tindakan (action), hingga membuka peluang audiens membagikan konten (share), baik berupa interaksi digital maupun kunjungan fisik ke Perpustakaan MPR RI. Brand awareness diukur melalui indikator tayangan (impressions) yang diperoleh dari Instagram Insight, serta data kunjungan fisik yang diperoleh melalui hasil wawancara dengan pustakawan Perpustakaan MPR RI. Konten Instagram berbasis AISAS dapat menjadi upaya yang efektif dalam membangun brand awareness Perpustakaan MPR RI, khususnya pada tahap brand recognition.
Kata kunci: AISAS, Brand Awareness, konten Instagram Reels.