Digital Marketing Communication Strategy of Instagram@Tekun.id In Increasing Brand Awareness

Abstract

The purpose of this study is to explain the implementation of digital marketing communication strategies carried out by Tekun by utilizing the @tekun.id Instagram account through the AISAS (Attention, Interest, Search, Action, and Share) model. The research method employs a descriptive qualitative approach, utilizing data collection techniques such as observation, documentation, in-depth interviews, and literature review. The object of research is the Instagram account @tekun.id, with seven informants and three sources to explore and analyze digital marketing strategies in depth. The results pointed out that Tekun succeeded in increasing brand awareness through the application of the AISAS model. At the attention phase, Tekun attracts audiences with structured content and various media that convey religious messages. Meanwhile, in the interest phase, partnering with local influencers and creating content that aligns with the company's brand image helps to spark interest. In addition, in the search phase, Tekun prioritizes making information easily accessible through website links and the use of relevant hashtags. At the Action stage, clear instructions and exclusive promotions encourage purchase, while at the Share stage, focus on product quality, incentives for positive testimonials, and handling negative feedback are done constructively.