Strategi Komunikasi Pemasaran Digital Berbasis Model AISAS dalam Meningkatkan Keputusan Pembelian pada Lare Coffee Shop Space: Studi Kasus

This study aims to analyze the digital marketing communication strategy applied by Lare Coffee Space in increasing purchase decisions, using the AISAS (Attention, Interest, Search, Action, and Share) model. The central question addressed is how each stage of the model functions as a unit of analysis in various digital marketing practices in Indonesia, and what factors support the success of its implementation. This research employed a descriptive qualitative approach with a case study design, collecting data through field observation, digital observation, in-depth interviews, and documentation at the research site. Data analysis was conducted through thematic content analysis by categorizing findings into the five constructs of the AISAS model, while data validity was tested through source triangulation and intertextual checking. The findings show that the success of Lare Coffee Space in increasing sales volume was supported by the integrated application of all five stages: paid digital advertising and collaboration with culinary influencers, persuasive and educational content with attractive product aesthetics, optimized social media profiles, convenient payment systems, and the creation of a shareable store atmosphere. This study offers a theoretical contribution through the synthesis of the AISAS model as an analytical framework for digital marketing communication, along with practical implications for local coffee shop managers in designing more targeted and sustainable marketing strategies.