Penerapan Model Digital Marketing Aida Dalam Pengembangan Media Sosial (Studi Kasus Umkm Desa Baturiti)
DOI:
https://doi.org/10.31949/entrepreneur.v6i2.13735Abstrak
Penelitian ini bertujuan untuk menguji sejauh mana model pemasaran AIDA (Attention, Interest, Desire, Action) berperan dalam pengelolaan konten media sosial untuk memperkuat kesadaran merek dan penjualan pada UMKM Dapur Yura di Desa Baturiti. Metode penelitian yang digunakan adalah eksperimen dengan pengumpulan data baik secara kualitatif maupun kuantitatif melalui observasi, wawancara, analisis wawasan konten digital, serta eksperimen. Temuan dari penelitian ini mengungkapkan bahwa penerapan strategi pemasaran media sosial dengan menggunakan model AIDA secara signifikan meningkatkan Return on Investment (ROI) UMKM Dapur Yura dari 50% menjadi 118%. Di samping itu, performa media sosial dari UMKM ini juga mengalami lonjakan signifikan dalam hal tayangan, jangkauan akun, dan interaksi konten jika dibandingkan sebelum iklan diterapkan dan dengan UMKM sejenis yang hanya mengelola konten secara organik. Penelitian ini menyimpulkan bahwa model AIDA efektif dalam mengoptimalkan pengelolaan media sosial UMKM guna memperkuat kesadaran merek dan meningkatkan penjualan.
Kata Kunci:
UMKM, social media marketing, Digital Marketing, brand awarenessUnduhan
Referensi
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Hak Cipta (c) 2025 Sudana Putra, Ngurah Gede Dwi Mahadipta, Muhammad Febrian Rachmadhan Amri, Putu Yogi Agustia Pratama, Zulfikar Sa’ban

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