Efektivitas Promosi Produk Chatime Melalui Instagram Menggunakan Model AIDA
Abstract
This study aims to determine the extent of Chatime's effectiveness when evaluated with the AIDA model. This research uses a case study method with a qualitative approach with data collection through interviews, documentation, and observation. The informants in this study were 10 key informants who were followers of Chatime Instagram. The results showed that Chatime's promotional efforts were in accordance with the attention and desire stages in the AIDA model, but were still lacking in reaching the interest and action stages.
References
Arlena, W. M., & Rasyid, M. I. (2023). Local Product Promotional Content on President Joko Widodo’s Instagram. International Journal of Media and Communication Research (IJMCR), 4(1), 18–31. https://doi.org/https://doi.org/10.25299/ijmcr.v4i1.11279.
Awaludin, M. F., M, B. D., & Rosali. (2020). Analisis Faktor yang Mempengaruhi Efektivitas Iklan Online di Bukalapak Menggunakan Model AIDA. 1(2016), 1211–1225. https://journal.stie-pembangunan.ac.id/index.php/manajerial/article/view/2227.
Chakti, A. G. (2019). The Book Of Digital Marketing, https://books.google.co.id/books?id=OQzBDwAAQBAJ&printsec=copyright&hl=id#v=onepage&q&f=false.
Chatime. (2023). Tentang Chatime Indonesia. chatime. https://chatime.co.id/atealier.
Fatmawati, T. I., & Zuliestiana, D. A. (2022). Pengaruh Sosial Media Marketing Activities Terhadap Customer Response pada Chatime. Jurnal Ilmiah Akuntansi dan Keuangan, 5(2), 1177–1185. https://doi.org/https://doi.org/10.32670/fairvalue.v5i2.2448.
Firdaus, A. M., & Hadiyanto. (2021). Efektivitas Instagram Sebagai Media Promosi Produk Olahan Pertanian Kopi di Rumah Kopi Sunda Hejo. Sains Komunikasi dan Pengembangan Masyarakat, 05(06), 895–907. https://doi.org/https://doi.org/10.29244/jskpm.v5i6.559.
Hidayah, N. (2020). Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Chatime pada Mahasiswa Universitas Gunadarma. Jurnal Sosial Ekonomi Pertanian, 27(3), 433–443. https://doi.org/https://doi.org/10.20956/jsep.v16i3.12403.
Hikma, Sumowo, S., & Setyaningsih, W. E. (2021). Efektivitas promosi media sosial instagram pada SWIWINGS Jember Menggunakan Metode AIDA (Attention, Interest, Desire, Action). http://repository.unmuhjember.ac.id/id/eprint/8236.
Huda, M., & Prasetyo, A. (2020). Efektivitas Promosi Melalui Media Sosial pada UMKM di Kabupaten Kebumen. Ekonomi dan Teknik Informatika, 8(2). https://doi.org/http://dx.doi.org/10.37601/jneti.v8i1.126.
Izzah, N., Duku, S., & Yahya, A. H. (2023). Efektivitas Penggunaan Instagram dalam Membentuk Citra (Studi pada Palembang Beatbox Family ). Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 3(1), 296–310. https://doi.org/https://doi.org/10.47233/jkomdis.v3i1.646.
Kapojos, M. B. E. (2021). Sejarah Minuman Boba, Pengaruh Perkembangan Street Food di Taiwan. Kompas.com. https://www.kompas.com/food/read/2021/09/15/141437175/sejarah-minuman-boba-pengaruh-perkembangan-street-food-di-taiwan?page=all.
Katadata. (2022a). 5 Brand Minuman Teh Kekinian Indonesia yang Paling Banyak Dikonsumsi (Maret 2022). databoks. https://databoks.katadata.co.id/datapublish/2022/03/30/ini-5-merek-minuman-teh-kekinian-paling-banyak-dikonsumsi-masyarakat.
Katadata. (2022b). Indonesia Pasar Minuman Boba Terbesar di Asia Tenggara. databoks. https://databoks.katadata.co.id/infografik/2022/09/08/indonesia-pasar-minuman-boba-terbesar-di-asia-tenggara.
Kemenkes. (2022). Kemkes: 61 Persen Warga Konsumsi Lebih dari 1 Minuman Manis per Hari. CNN Indonesia. https://www.cnnindonesia.com/nasional/20220928191029-20-853924/kemkes-61-persen-warga-konsumsi-lebih-dari-1-minuman-manis-per-hari.
Kotler, P., & Armstrong, G. (2019). Principles Of Marketing.https://library.wbi.ac.id/repository/212.pdf.
Kriyantono, R. (2020). Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif : Disertai Contoh Praktis Skripsi, Tesis, dan Disertasi Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran / Rachmat Kriyantono, Ph.D. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1281826.
Kusuma Putra, G. L. A., & Yasa, G. P. P. A. (2019). Komik sebagai Sarana Komunikasi Promosi Dalam Media Sosial. Jurnal Nawala Visual, 1(1), 1–8. https://doi.org/10.35886/nawalavisual.v1i1.1.
Martha, E., & Kresno, S. (2017). Metodologi Penelitian Kualitatif. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1135576.
Miyata, N. S. (2019). Efektivitas Penggunaan Instagram Sebagai Media Promosi Perpustakaan Universitas Kristen Petra. Agora, 7(2), 287046. https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/9571/8642.
Pramita, K., & Manafe, L. A. (2022). Personal Selling Implementation and AIDA Model; Attention, Interest, Desire, Action. IJEBD (International Journal of Entrepreneurship and Business Development), 5(3), 487–494. https://doi.org/10.29138/ijebd.v5i3.1846.
Pratama, I. A., & Setiyarini, T. (2023). Analisis Efektivitas Promosi pada Media Sosial Instagram PT. Sejahtera Wahana Gemilang Surabaya Ilvan. Bisman (Bisnis dan Manajemen): The Journal of Business and Management, 6(Vol. 6 No. 2), 31–41. https://doi.org/https://doi.org/10.37112/bisman.v6i2.2666.
Purwanti, L., Agustin, I. N., Adeline, Erika, Lestari, M., & Arafah, N. N. (2021). Analisa Pengaruh Promotion, Price, Brand Image, E-Wom, Product Quality Terhadap Purchase Decision pada Konsumen Chatime Kota Batam. 6, 75–84. https://doi.org/10.37600/ekbi.v6i1.798.
Rafiq, A. (2020). Dampak Media Sosial Terhadap Perubahan Sosial Suatu Masyarakat. Jurnal Ilmu Sosial dan Ilmu Politik, 1 No.1(Vol. 3 No. 1 (2020): Global Komunika), 18–29. https://ejournal.upnvj.ac.id/index.php/GlobalKomunika/article/view/1704.
Ramadan, A., & Fatchiya, A. (2021). Efektivitas Instagram sebagai Media Promosi Produk “ Rendang Uninam". Sains Komunikasi dan Pengembangan Masyarakat, 05(01), 64–82. https://doi.org/https://doi.org/10.29244/jskpm.v5i1.796.
Ramadhany, D. F. (2020). Efektivitas Promosi Online Melalui Instagram dengan AIDA Model pada UKM Pisang Nugget di Jember. repository um jember. http://repository.unmuhjember.ac.id/id/eprint/4167.
Retnasari, D. (2021). Instagram sebagai Media Promosi pada Mata Kuliah Produksi Busana Konveksi. https://journal.uny.ac.id/index.php/ptbb/article/view/44644/16651.
Tatiek Taufika Nurjanah Saputri. (2022). Pengaruh Daya Tarik Iklan dan Kualitas Produk terhadap Minat Beli Konsumen Eiger di Kota Tasikmalaya. Jurnal Ilmiah Multidisiplin, 1(10), https://journal-nusantara.com/index.php/JIM/article/view/875/694.
Skawanti, J. R., & Sungkar, F. A. (2023). Pengaruh Instagram Marketing dengan Model AIDA terhadap Keputusan Pembelian di Restoran Daiji Raamen Bogor. Bogor Hospitality Journal, 7(1), 33–44. https://doi.org/10.55882/bhj.v7i1.73.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. ALFABETA. https://opac.perpusnas.go.id/DetailOpac.aspx?id=911046.
Ting, H., Wong Poh Ming, W., De Run, E., & Choo, S. (2019). Beliefs about the Use of Instagram: An Exploratory Study. International Journal of Business and Innovation, 2(February), 15–31. https://www.researchgate.net/publication/272026006_Beliefs_about_the_Use_of_Instagram_An_Exploratory_Study.
Wardhani, A. T., Uljanatunnisa, & Hendrayani, Y. (2020). Efektivitas Social Media Instagram #Pasarsenenukm Terhadap Peningkatan Promosi UKM di Indonesia. Populika, 8(1), 25–33. https://doi.org/https://doi.org/10.37631/populika.v8i1.133.
We Are Social. (2023). Hootsuite (We are Social): Indonesian Digital Report 2023. andi link. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/.
Yasaputera, S. (2023). Bisnis Makanan dan Minuman Masih Mendominasi Kompetisi Ini. swa.co.id. https://swa.co.id/swa/trends/bisnis-makanan-dan-minuman-masih-mendominasi-kompetisi-ini.
Copyright (c) 2023 Tasya Rizki Nur Ofifah, Agung Kresnamurti Rivai P, Nofriska Krissanya
This work is licensed under a Creative Commons Attribution 4.0 International License.
Journal of Business Application is an Open Access Journal. The authors who publish the manuscript in Journal of Business Application agree to the following terms:
Journal of Business Application is licensed under a Creative Commons Attribution 4.0 International. This permits anyone to copy, redistribute, remix, transmit and adapt the work provided the original work and source is appropriately cited.
This means:
(1) Under the CC-BY license, authors retain ownership of the copyright for their article, but authors grant others permission to use the content of publications in Journal of Business Application in whole or in part provided that the original work is properly cited. Users (redistributors) of Journal of Business Application are required to cite the original source, including the author's names, Journal of Business Application as the initial source of publication, year of publication, volume number, issue, and Digital Object Identifier (DOI); (2) Authors grant Journal of Business Application the right of first publication. Although authors remain the copyright owner
