PERENCANAAN STRATEGI KONTEN MEDIA SOSIAL BERBASIS AISAS DALAM UPAYA REAKTIVASI AKUN X @pansus_studio

Akun media sosial X milik Pansus Studio, perusahaan pengembang perangkat lunak dan game berbasis di Bandung, mengalami masa vakum sejak pertengahan tahun 2025 hingga pertengahan April 2026, ditandai minimnya unggahan, rendahnya engagement, dan stagnasi followers akibat belum adanya penanggung jawab media sosial dan strategi konten yang terstruktur. Tugas akhir ini bertujuan menjelaskan perencanaan strategi konten media sosial berbasis model AISAS (Attention, Interest, Search, Action, Share) dalam upaya reaktivasi akun X @pansus_studio, dengan landasan teori model AISAS, STP (Segmentation, Targeting, Positioning), strategi konten (content pillar dan content planning), karakteristik platform X, engagement, dan reaktivasi akun media sosial. Data diperoleh melalui observasi partisipan digital, wawancara semi-terstruktur dengan pihak manajemen, dan studi pustaka. Proses reaktivasi dilaksanakan melalui tahap praproduksi, produksi, dan pascaproduksi dengan tiga pilar konten: engagement/entertainment, education, dan greetings. Hasil menunjukkan bahwa penerapan STP, strategi konten, dan AISAS secara konsisten selama April–Juli 2026 meningkatkan performa akun secara signifikan, dengan tayangan naik dari 333 menjadi 9.700, tingkat engagement dari 1,5% menjadi 8,3%, dan penambahan 57 followers baru. Strategi konten berbasis AISAS terbukti efektif mengembalikan aktivitas dan interaksi organik akun X @pansus_studio.

The X social media account of Pansus Studio, a Bandung-based software and game development company, experienced a period of inactivity from mid-2025 to mid-April 2026, characterized by a lack of posts, low engagement, and stagnant follower growth due to the absence of a designated social media manager and a structured content strategy. This final project aims to outline a social media content strategy based on the AISAS model (Attention, Interest, Search, Action, Share) to reactivate the X account @pansus_studio, grounded in the theoretical foundations of the AISAS model, STP (Segmentation, Targeting, Positioning), content strategy (content pillars and content planning), the characteristics of the X platform, engagement, and social media account reactivation. Data was collected through digital participant observation, semi-structured interviews with management, and a literature review. The reactivation process was carried out through pre-production, production, and post-production stages, centered on three content pillars: engagement/entertainment, education, and greetings. The results show that the consistent application of STP, content strategy, and AISAS from April to July 2026 significantly improved the account’s performance, with views increasing from 333 to 9,700, the engagement rate rising from 1.5% to 8.3%, and 57 new followers gained. The AISAS-based content strategy proved effective in restoring organic activity and interaction on the X account @pansus_studio.