Optimalisasi Strategi Pemasaran Media Sosial untuk Meningkatkan Keterlibatan Pelanggan Berkelanjutan: Pendekatan Model AISAS

Abstract

This study examines how the social media marketing strategy implemented by PT Trustmedis influences audience responses on Instagram using the AISAS model. As digital communication becomes increasingly essential for health-technology companies, the research explores how Instagram supports awareness, audience interest, and sustainable engagement within a B2B service context. This study uses a descriptive qualitative method through observation of Instagram content, analysis of digital insight documentation, and interviews with internal marketing and sales personnel. The findings indicate that promotional and storytelling-based content effectively capture attention and stimulate initial interest, while educational posts encourage audiences to seek further information related to digital health regulations and system functionalities. Audience actions commonly appear through WhatsApp Business inquiries, direct messages, and consultation form submissions, demonstrating Instagram’s role as a gateway for deeper engagement with potential partners. Testimonial content further strengthens credibility and supports sharing behavior among users. Overall, the integration of social media marketing components with the AISAS model illustrates how Trustmedis successfully guides audiences from awareness to action, while simultaneously fostering sustainable engagement through consistent and interactive communication. These findings highlight the strategic importance of structured content planning and customer-oriented messaging in enhancing digital marketing effectiveness for health-technology service providers.