The rapid advancement of digital Analysis of the Use of Management Information Systems in the Marketing Strategy of Buketbyysmn in Samarinda City Based on the AIDA Model

This study examines the role of Management Information Systems (MIS) in supporting digital marketing activities within Micro, Small, and Medium Enterprises (MSMEs), with a case study of Buketbyysmn, a small business operating in the bouquet and gift industry in Samarinda, Indonesia. The rapid growth of social media-based business practices has encouraged MSMEs to adopt digital platforms. However, many businesses still face challenges in understanding how these systems influence customer behavior and decision-making processes. Therefore, this research aims to analyze how MIS is implemented in Buketbyysmn and how it supports customer engagement through the AIDA (Attention, Interest, Desire, Action) model. This study employs a qualitative case study approach, using semi-structured interviews and observational analysis of the business’s Instagram account as the primary data sources. The analysis focuses on how digital platforms such as Instagram and WhatsApp function as informal MIS tools in supporting marketing and transaction processes. The findings reveal that Instagram plays a major role in generating customer Attention and Interest through visual content, promotional strategies, and product information dissemination. Meanwhile, customer Desire is influenced by pricing strategies, testimonials, and social proof, while Action is facilitated through WhatsApp-based communication for ordering and transaction completion. The study also finds that simple MIS tools such as social media insights and manual order tracking are effectively used to manage customer interactions. In conclusion, MIS implementation in MSMEs does not require complex systems, as lightweight digital platforms can function as an integrated marketing and operational system.
Keywords: Management Information System; Digital Marketing; MSME; AIDA Model; Social Media Marketing; Instagram; Qualitative Study