Andjani, Shafwa and Eka Ratri Noor Wulandari, S.Si., M.Si., M.Sc (2024) Analisis Konten Instagram Akun @Somethincofficial Dengan Menggunakan Model Aida (Attention, Interest, Desire, And Action). Diploma thesis, Universitas Brawijaya.
Abstract
Perkembangan bisnis di Indonesia, terutama dalam industri kecantikan, berlangsung sangat pesat. Bisnis kecantikan kini mengandalkan platform online, seperti Instagram untuk memasarkan produk mereka. Brand Somethinc menggunakan Instagram untuk mempublikasikan berbagai konten tentang produk mereka, tetapi tingkat online engagement (like dan komentar) masih rendah. Tugas akhir ini menganalisis konten Instagram akun @somethincofficial menggunakan model AIDA (Attention, Interest, Desire, and Action) dengan teknik analisis data kualitatif deskriptif. Hasil analisis menunjukkan bahwa rendahnya online engagement disebabkan oleh kurang efektifnya strategi pemasaran pada tahap action dan desire. Sedangkan, konten Reels tentang edukasi manfaat produk dengan desain komunikasi visual yang menarik membuat tahap attention dan interest signifikan.
English Abstract
The development of business in Indonesia, especially in the beauty industry, is progressing very rapidly. Beauty businesses now rely on online platforms, such as Instagram, to market their products. The brand Somethinc uses Instagram to publish various content about their products, but the level of online engagement (likes and comments) remains low. This thesis analyzes the Instagram content of the account @somethincofficial using the AIDA model (Attention, Interest, Desire, and Action) with descriptive qualitative data analysis techniques. The results of the analysis show that the low online engagement is caused by ineffective marketing strategies at the action and desire stages. Meanwhile, Reels content about the educational benefits of products with attractive visual communication design significantly impacts the attention and interest stages.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0524170267 |
| Uncontrolled Keywords: | Instagram, Pemasaran Konten, Model AIDA-Instagram, Content Marketing, AIDA Model |
| Divisions: | Program Vokasi > D3 Teknologi Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 16 Jul 2024 07:56 |
| Last Modified: | 16 Jul 2024 07:56 |
| URI: | http://repository.ub.ac.id/id/eprint/222676 |
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