The Influence of AIDA (Attention, Interest, Desire and Action) in Increasing the Effectiveness of Digital Promotion of Instagram Media Social on @afara.griya.muslim
Pengaruh AIDA (Attention, Interest, Desire dan Action) dalam Meningkatkan Efektivitas Promosi Digital Media Sosial Instagram pada @afara.griya.muslim
DOI:
https://doi.org/10.21070/ups.11235Keywords:
AIDA, digital promotion effectiveness, Instagram, social media, SMEsAbstract
This study aims to analyze the influence of Attention, Interest, Desire, and Action (AIDA) in improving the effectiveness of digital promotion on the Instagram account @afara.griya.muslim. A quantitative approach was employed, and data were collected through questionnaires distributed to 100 Instagram users aged 17–35 years in Indonesia. The data were analyzed using JASP through multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results of the analysis indicate that Attention, Interest, Desire, and Action contribute positively to the effectiveness of digital promotion. These effects were observed in both partial and simultaneous testing. Among all variables examined, Desire was found to have the strongest influence. Therefore, the AIDA model can serve as a useful framework for improving the effectiveness of digital promotion on the Instagram account @afara.griya.muslim. This study is expected to serve as a reference for SMEs in developing more effective digital promotion strategies through Instagram.
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