ANALISIS EFEKTIVITAS PROMOSI “KOPI LAIN HATI” MELALUI MEDIA SOSIAL INSTAGRAM (PENDEKATAN AIDA MODEL)

ADISTI HANDAYANI, . (2026) ANALISIS EFEKTIVITAS PROMOSI “KOPI LAIN HATI” MELALUI MEDIA SOSIAL INSTAGRAM (PENDEKATAN AIDA MODEL). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER-.pdf Download (1MB)
	Text BAB I.pdf Download (926kB)
	Text BAB II.pdf Restricted to Registered users only Download (431kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (448kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (516kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (288kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (268kB)
	Text DAFTAR LAMPIRAN.pdf Restricted to Registered users only Download (906kB) | Request a copy

Abstract

Perkembangan pesat pemasaran digital mendorong banyak merek minuman di Indonesia untuk mengandalkan platform media sosial, khususnya Instagram, sebagai media promosi. Kopi Lain Hati merupakan salah satu merek lokal yang aktif memanfaatkan Instagram untuk membagikan konten promosi; namun, efektivitas upaya tersebut belum banyak dievaluasi menggunakan model komunikasi yang terstruktur. Penelitian ini bertujuan untuk menganalisis efektivitas konten promosi Kopi Lain Hati di Instagram menggunakan model AIDA yang meliputi dimensi Attention (perhatian), Interest (ketertarikan), Desire (keinginan), dan Action (tindakan). Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan pengumpulan data melalui kuesioner online yang disebarkan kepada 120 responden di wilayah Jabodetabek. Kriteria responden meliputi pengguna aktif Instagram, pengikut akun @kopilainhati, serta individu yang pernah melihat konten promosi Kopi Lain Hati. Data dianalisis menggunakan statistik deskriptif dan perhitungan nilai rata-rata (mean) dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa promosi Kopi Lain Hati melalui Instagram secara umum tergolong efektif, dengan nilai rata-rata tertinggi terdapat pada dimensi Interest dan Desire. Hal ini menunjukkan bahwa konten promosi mampu menyampaikan pesan secara jelas, menonjolkan keunggulan produk, serta mendorong minat dan niat beli konsumen. Sementara itu, nilai yang lebih rendah pada dimensi Attention dan Action menunjukkan perlunya peningkatan pada aspek daya tarik visual dan strategi ajakan bertindak (call to action). Secara keseluruhan, penelitian ini memberikan wawasan yang berharga mengenai pengaruh promosi Instagram terhadap perilaku konsumen serta memperkuat relevansi model AIDA dalam penelitian pemasaran digital. ***** The growing expansion of digital marketing has led many beverage brands in Indonesia to depend on social media especially Instagram as a key promotional channel. Kopi Lain Hati is a local brand that actively leverages Instagram to distribute its marketing content, yet the effectiveness of this strategy has not been extensively assessed through structured communication frameworks. This research seeks to evaluate the effectiveness of Kopi Lain Hati’s Instagram promotional content by applying the AIDA model, which consists of Attention, Interest, Desire, and Action. The study employs a descriptive quantitative method, with data gathered via an online questionnaire from 120 respondents residing in the Jabodetabek region. Participants were required to be active Instagram users, followers of the @kopilainhati account, and individuals who had been exposed to the brand’s promotional posts. The collected data were processed using descriptive statistical techniques and mean score analysis with the assistance of SPSS version 25. The results indicate that Kopi Lain Hati’s Instagram promotion is generally effective, with the Interest and Desire dimensions achieving the highest average scores. This suggests that the content successfully communicates messages clearly, emphasizes product benefits, and encourages consumer interest as well as purchase intention. However, the lower scores in the Attention and Action dimensions imply that enhancements are needed in terms of visual attractiveness and call-to-action strategies. Overall, the findings offer important insights into how Instagram-based promotion shapes consumer behavior and confirm the continued relevance of the AIDA model in digital marketing research.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., ST, M.M; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Adisti Handayani .
Date Deposited:	10 Feb 2026 07:19
Last Modified:	10 Feb 2026 07:19
URI:	http://repository.unj.ac.id/id/eprint/65023

Actions (login required)

View Item