THE EFFECTIVENESS OF ONLINE PROMOTION THROUGH INSTAGRAM SOCIAL MEDIA IN INCREASING SALES IN @ROSALINA_SHOP USING THE AIDA METHOD

Weni Nur Anggraeni, Wahyu Eko Setianingsih, Seno Sumowo

Abstract


This study focuses on seeing how far Instagram social media is effective as a means of promoting @rosalina_shop which is known to sell women's needs ranging from fashion to beauty products using the AIDA method. This research uses a descriptive method with a quantitative approach which explains in detail the problems studied based on data obtained through questionnaires that have been collected, and then analyzed. The primary data in this study was a questionnaire with a sample of 75 people with special criteria, namely following @rosalina_shop Instagram account and having made a one-time purchase. Based on the results of research using the AIDA method on online promotion, @rosalina_shop on social media, Instagram is included in the "good" category with a percentage value of 61-80%. Where it can be seen that the promotions carried out are able to attract the attention of consumers so as to purchase the products offered.


Full Text:

PDF

References


Ayu, I., & Maha, P. (2016). Efektivitas Iklan Dengan Analisis AIDA (Attention, Interest, Desire, Action) Studi Pada Pengguna Sepeda Motor Merek Yamaha Di Kota Singaraja. Jurnal Program Studi Pendidikan Ekonomi, 2.

Beni, P. (2006). Konsep dan Analisis Efektivitas Pengelolaan Keuangan

Daerah di Era Otonomi (pertama). Taushia.

Darestuti, M. (2023). Sejarah Instagram Hingga Menjadi Salah Satu Platform Media Sosial Populer. Buzzup.Id. https://buzzup.id/sejarah-instagram/

Durianto, D., Widjaja, A. W., Supratikno, H., & Sugiarto. (2003). Invasi Pasar dengan Iklan yang Efektif: Strategi, Program dan Teknik Pengukuran. PT. Gramedia Pustaka Utama.

Fani, A. (2018). Strategi Komunikasi Pemasaran Online Shop Babyeye_Id Melalui Aplikasi Instagram Dalam Meningkatkan Penjualan Produk. Skripsi Program Studi Ilmu Komunikasi.

Ferdinand, A. (2014). Metode Penelitian Manajemen (edisi 5). Badan Penerbit Universitas Diponegoro.

Gunelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill.

Haidary, A. H. (2023). Factor That Drives Consumer to Shop Online. International Journal for Multidisciplinary Research, 5(5), 1–9. https://doi.org/https://doi.org/10.36948/ijfmr.2023.v05i05.6666

Kotler, P., & Keller, K. L. (2016). Marketing Management, Jilid 2 (edisi 15). Pearson Education.

Mardiasmo. (2017). Perpajakan Edisi Terbaru 2017. Andi.

Mulyana, M. (2019). Inisiasi VIII Strategi Promosi dan Komunikasi.

Materi Tutorial Online Ekma 4216 Manajemen Pemasaran, 57–63.

Nasrullah, R. (2015). Media Sosial: Prerspektif Komunikasi, Budaya, dan Sositeknologi. Simbiosa Rekatama Media.

Paulus, K. L. (2011). Psikologi Pemasaran. PT. Buku Seru.

Pertiwi, S. N., Pardian, P., Trimo, L., & Sadeli, A. H. (2021). Efektivitas Iklan Pada Media Sosial Instagram Kojama Shop Dengan Pendekatan Aida Model. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 7(1), 299. https://doi.org/10.25157/ma.v7i1.4527

Pertiwi, W. N. B. (2023). Pengaruh Instagram Sebagai Media Komunikasi Pemasaran Terhadap Keputusan Pembelian Produk UMKM Di Kota Serang The Influence Of Instagram As A Amrketing Communication Media On Purchase For Msme Products In Serang. Journal of Information System, Applied, Management, Accounting and Research, 7(2), 433–441. https://doi.org/10.52362/jisamar.v7i2.766

Rehmani, M., & Ishfaq, M. (2011). The Impact of E-Media on Customer Purchase Intention. International Journal of Advanced Computer Science and Applications, 2(3), 100–103. https://doi.org/10.14569/ijacsa.2011.020317

Setiawan, R. (2023). Pemanfaatan Instagram Sebagai Media Promosi Online (Studi Kasus pada Akun @nanisaproject). Jurnal Pendidikan Tambusai, 7(1), 22727–22735. https://doi.org/10.35886/nawalavisual.v5i1.562

Sugiyono. (2016). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.




DOI: http://dx.doi.org/10.31000/combis.v6i2.11294

Article Metrics

Abstract - 245 PDF - 284

DOI (PDF): http://dx.doi.org/10.31000/combis.v6i2.11294.g5146

Refbacks

  • There are currently no refbacks.



This journal has been indexed in:


googleGarudacrossrefdimention

Tools


        

Office:
Editor of Jurnal Comparative; Ekonomi dan Bisnis UMT, Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Jurnal Comparative: Ekonomi dan Bisnis © 2021 is licensed under CC BY-SA 4.0