Analisis Iklan Facebook Dan Instagram Dalam Meningkatkan Impulse Buying Ditinjau Dari Model Aida Pada Produk Skinfree Body Wash.
DOI:
https://doi.org/10.32493/jiim.v5i1.58660Keywords:
Media Sosial, impulse buying, Model AIDA;, Pemasaran Digital, Perilaku KonsumenAbstract
Peningkatan konsumsi produk body care di era digital menuntut strategi periklanan media sosial yang efektif dalam mendorong perilaku impulse buying. Namun, tidak semua konten promosi mampu memengaruhi keputusan pembelian secara optimal. Penelitian ini bertujuan untuk menganalisis efektivitas iklan Facebook dan Instagram dalam meningkatkan impulse buying berdasarkan model AIDA (Attention, Interest, Desire, Action) pada produk Skinfree body wash. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik triangulasi data melalui wawancara mendalam terhadap manajemen dan konsumen, Focus Group Discussion (FGD), serta observasi langsung terhadap konten iklan. Hasil penelitian menunjukkan bahwa iklan Skinfree efektif menarik perhatian dan membangun minat melalui visual before-after, desain produk yang unik, dan narasi yang relevan. Namun, pada tahap desire dan action masih ditemukan kelemahan berupa kurangnya testimoni autentik dan penggunaan pendekatan hard selling yang dominan. Impulse buying terutama dipicu oleh strategi promosi seperti beli satu gratis satu dan gratis ongkir. Penelitian ini menyimpulkan bahwa optimalisasi pendekatan soft selling, storytelling edukatif, dan validasi sosial dapat meningkatkan keputusan pembelian spontan pada platform digital.
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