ANALISIS RESPON KONSUMEN TERHADAP IKLAN NICESO PADA PLATFORM INSTAGRAM MELALUI PENDEKATAN AIDA
Keywords:
AIDA, Instagram Ads, Consumer Response, NICESO, MR.DIY, Marketing StrategyAbstract
Penelitian ini bertujuan untuk menganalisis respon konsumen terhadap iklan Instagram dari brand NICESO dengan menggunakan pendekatan model AIDA (Attention, Interest, Desire, Action). Pendekatan kualitatif deskriptif digunakan dengan metode analisis isi dan diskusi kelompok terarah (FGD) yang melibatkan Gen Z dan Milenial. Hasil menunjukkan bahwa konten iklan NICESO lebih efektif dalam menarik perhatian, membangun emosi melalui storytelling, dan mendorong interaksi dibandingkan dengan kompetitor, MR.DIY. Meski demikian, MR.DIY unggul dalam menampilkan spesifikasi produk. Artikel ini memberikan wawasan strategis untuk optimalisasi pemasaran digital yang lebih relevan dengan preferensi audiens muda di media sosial.
References
Assael, H. (2001). Consumer behavior and marketing action (6th ed.). South-Western College Publishing.
Baber, H. (2023). Application of the AIDA model of advertising in crowdfunding. ResearchGate. https://www.researchgate.net/publication/365423912_Application_of_the_AIDA_model_of_advertising_in_crowdfunding
Banerjee, M. (2022). Is AIDA effective tool in measuring advertising/marketing campaigns? A literature review. SSRN. https://doi.org/10.2139/ssrn.4261303
Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (9th ed.). McGraw-Hill Education.
Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.
Chaffey, D., & Smith, P. R. (2013). eMarketing excellence: Planning and optimizing your digital marketing. Routledge.
Creswell, J. W. (2016). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications.
Erlangga, C. Y., Gogali, V. A., & Utomo, I. W. (2024, July). Analisis penerapan model AIDA (Attention, Interest, Desire, Action) pada iklan susu Ultra versi Sheila on 7. Jurnal Komunikasi dan Bahasa.
Fill, C., & Turnbull, S. (2016). Marketing communications: Discovery, creation and conversations (2nd ed.). Pearson Education.
Huang, L. L., & Liao, H. L. (2020). The influence of social media marketing on consumer behavior. Journal of Marketing, 42(1), 21–34. https://doi.org/10.1177/0022242920916580
Kotler, P. (2009). Marketing management (13th ed.). Pearson Education India.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Kumar, R. (2011). Research methodology: A step-by-step guide for beginners (3rd ed.). SAGE Publications.
Kurniawat, N. K., Widyastuti, N. W., Alifi, M. I., Pratiwi, M., Nisa, H., & Maulana, I. C. (2022, June). Penerapan Attention, Interest, Desire, Action (AIDA) terhadap komunikasi pemasaran kerajinan tangan. Jurnal Ilmiah Wahana Pendidikan. https://doi.org/10.5281/zenodo.6753835
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.2307/1248516
Merriam, S. B. (2009). Qualitative research: A guide to design and implementation. Jossey-Bass.
Moleong, L. J. (2019). Metodologi penelitian kualitatif (Edisi revisi). Remaja Rosdakarya.
Rachmawati, I. (2022). Strategi komunikasi iklan Tokopedia dalam meningkatkan minat beli konsumen melalui model AIDA. East Asian Journal of Multidisciplinary Research (EAJMR). https://journal.formosapublisher.org/index.php/eajmr/article/view/10312/10817
Raj, A. S., Shagirbasha, S., & Madhan, K. (2021). A model for lead conversions through cold calling in startup B2B services firms in India: A sense-making derivation. South Asian Journal of Business Studies, ahead-of-print. https://doi.org/10.1108/SAJBS-04-2020-0128
Rehman, F. U., Nawaz, T., Ilyas, M., & Hyder, S. (2014). A comparative analysis of mobile and email marketing using AIDA model. Journal of Basic and Applied Scientific Research, 4(6), 38–49.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Simanjuntak, D., & Siregar, M. (2021). Penerapan strategi AIDA dalam meningkatkan efektivitas iklan produk konsumen. Jurnal Cahayapublikasi.
Smith, A. N., & Chaffey, D. (2017). E-marketing excellence: Planning and optimizing online marketing (5th ed.). Routledge.
Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.
Sugiyono. (2019). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
Wijaya, B. S. (2015). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73–85. https://doi.org/10.21632/irjbs.5.1.73-85
Wibawa, I. K. A., & Maradona, A. F. (2022). Banking product marketing strategy through Instagram social media in the middle of the Covid-19 pandemic. Jurnal Ekonomi & Bisnis Jagaditha, 9(1), 76–81. https://doi.org/10.22225/jj.9.1.2022.76-81
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
Zhdanova, O. V., Krivorotova, N. F., Marakhovskaya, G. S., Popova, Z. A., & Ryabov, V. N. (2019). Using modern information technologies in product promotion. In E. G. Popkova & V. N. Ostrovskaya (Eds.), Perspectives on the Use of New Information and Communication Technology (ICT) in the Modern Economy (pp. 593–601). Springer. https://doi.org/10.1007/978-3-319-90835-9_69
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Atia Tiara Trisnawan, Anang Permadi, Bianca Ayu Anindira, Muhammad Gazza, Tasha Dwi Oktora (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
