DOI of the published article https://doi.org/10.21070/pssh.v7i.613
AIDA's Strategy in Alfina's Food Jatikalang Prambon Sidoarjo via Instagram (@bociinaja.sda)
Strategi AIDA dalam Alfina’s Food Jatikalang Prambon Sidoarjo melalui Instagram (@bociinaja.sda)
DOI:
https://doi.org/10.21070/ups.7381Keywords:
Alfina's Food, Marketing Communication Strategy, AIDAAbstract
Instagram is currently widely used as a marketing medium, including the new marketing strategy applied by Alfina’s Food through its Instagram account. The purpose of this research is to understand the sales enhancement strategy of Alfina’s Food through Instagram by interviewing the owner, 10 Instagram followers, and reviewing several literature sources. This research uses a descriptive qualitative method based on the AIDA hierarchy of effects model. The findings reveal that Alfina’s Food’s marketing communication strategy on Instagram aligns with the AIDA model by E. St. Elmo Lewis. The strategy includes digital marketing efforts such as introducing products to target consumers, posting engaging product information and promotions, offering discounts or special deals, and simplifying the purchasing process while providing fast and responsive customer service. This approach leads to purchase actions driven by consumer interest and confidence in the product.
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