Analisis Penerapan Model Aisas Dalam Strategi Komunikasi Pemasaran Digital Akun Tiktok @Workoutstreetwearshop

Abstract

The rapid growth of social media has transformed marketing communication strategies, particularly for local brands relying on digital creativity and interaction. This study aims to analyze the application of the AISAS model (Attention, Interest, Search, Action, Share) in the digital marketing communication strategy of the TikTok account @workoutstreetwearshop. A descriptive qualitative approach was employed, with data collected through in-depth interviews and TikTok content observation. Informants consisted of internal brand representatives as key informants and audience members as supporting informants. Observational data were obtained from ten selected videos based on audience engagement levels. Data analysis was conducted by linking empirical findings to the AISAS stages. The results indicate that the AISAS model has been effectively implemented in the Attention, Interest, and Search stages through engaging visuals, relevant content, and accessible information. However, the Action and Share stages remain situational and inconsistent. These findings suggest that further strategic optimization is needed to encourage sustained conversion and audience participation. This study contributes to digital marketing communication research, particularly regarding the application of the AISAS model on TikTok, and provides practical recommendations for local brands. Keywords: AISAS model, digital marketing communication, TikTok, local brand, engagement.