Analysis of the Implementation of the AIDA Model (Attention, Interest, Desire, Action) in Amanda Luwak White Coffee Advertisement
Abstract
Effective business communication is an important factor in the competition
of the modern business world. This study aims to analyze the application of the AIDA
(Attention, Interest, Desire, Action) model in Amanda Manopo's version of the Luwak
White Coffee advertisement. The AIDA model is used to understand how elements in
advertising attract attention, build interest, create desire, and drive consumer action.
The research method used is a qualitative approach by analyzing visual content and
advertising narratives. The results of the study show that Amanda Manopo's version of
the Luwak White Coffee advertisement has succeeded in attracting attention through
the use of popular celebrities and attractive visuals. Interest is maintained by
highlighting the product's advantages, such as taste and aroma. Consumer passion is
built through the emphasis on premium quality and positive experiences portrayed by
Amanda Manopo. In the final stage, the ad directs the audience to try the product
through a clear call-to-action. This study concludes that the application of the AIDA
model in the Luwak White Coffee advertisement is effective in encouraging consumer
interest and action. The study also provides insights into relevant marketing
communication strategies to maximize the impact of advertising in increasing sales
and brand loyalty.
Keywords: AIDA Model (Attention, Interest, Desire, Action), Communication,
Advertising, Marketing
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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