PEMBUATAN KONTEN MEDIA SOSIAL @ESENA.ORGANIZER BERBASIS AISAS DALAM UPAYA MENINGKATKAN BRAND AWARENESS

PT Sari Nusantara Abadi memanfaatkan Instagram dan TikTok melalui akun @esena.organizer sebagai media komunikasi pemasaran. Namun, aktivitas media sosial perusahaan belum didukung oleh proses pembuatan konten yang terstruktur sehingga penyampaian informasi mengenai layanan perusahaan serta upaya membangun brand awareness belum optimal. Tugas Akhir ini bertujuan mendeskripsikan proses pembuatan konten media sosial berbasis AISAS dalam upaya mendukung peningkatan brand awareness PT Sari Nusantara Abadi. Teori yang digunakan meliputi teori pembuatan konten media sosial, model AISAS (Attention, Interest, Search, Action, Share), dan brand awareness. Metode pelaksanaan yang digunakan adalah observasi digital dan studi pustaka. Proses pembuatan konten dilakukan melalui tahapan pra produksi, produksi, dan pasca produksi yang meliputi analisis STP, penyusunan content planning, content pillar, content brief, caption, proses editing konten, hingga publikasi pada media sosial Instagram dan TikTok. Hasil pelaksanaan menunjukkan bahwa penerapan AISAS pada konten edukasi, promosi, dan hiburan menghasilkan proses pembuatan konten yang lebih terstruktur, meningkatkan konsistensi publikasi konten, serta mendukung peningkatan brand awareness yang ditunjukkan melalui peningkatan reach dan impression, serta meningkatkan engagement audiens melalui interaksi berupa likes, comments, shares, dan saves. Dengan demikian, pembuatan konten media sosial berbasis AISAS dapat mendukung upaya peningkatan brand awareness PT Sari Nusantara Abadi melalui komunikasi pemasaran yang lebih terarah.

PT Sari Nusantara Abadi utilizes Instagram and TikTok through the @esena.organizer account as marketing communication media. However, the company's social media activities have not been supported by a structured content creation process, resulting in suboptimal dissemination of service information and efforts to build brand awareness. This Final Project aims to describe the process of creating AISAS-based social media content to support the improvement of PT Sari Nusantara Abadi's brand awareness. The theories applied in this study include social media content creation, the AISAS (Attention, Interest, Search, Action, Share) model, and brand awareness. The implementation methods consisted of digital observation and literature review. The content creation process was carried out through the stages of pre-production, production, and post-production, including STP analysis, the preparation of content planning, content pillars, content briefs, captions, content editing, and publication on Instagram and TikTok. The results indicate that the implementation of the AISAS model in educational, promotional, and entertainment content produced a more structured content creation process, improved the consistency of social media publication, supported the enhancement of brand awareness as indicated by increased reach and impressions, and increased audience engagement through interactions such as likes, comments, shares, and saves. Therefore, AISAS-based social media content creation can support the improvement of PT Sari Nusantara Abadi's brand awareness through more targeted marketing communication.