The Effect of AIDA Model to Purchasing Decision: The Case of HappyFresh Instagram Promotion

Pratiwi, Noviana and Maman, Ujang and Junaidi, Junaidi and Danapriatna, Nana (2021) The Effect of AIDA Model to Purchasing Decision: The Case of HappyFresh Instagram Promotion. In: 2021 The Ninth International Conference on Cyber and IT Service Management (CITSM). The Institute of Electrical and Electronics Engineers, Inc, pp. 624-629. ISBN 978-1-6654-3548-2 (Unpublished)

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The high use of the internet especially social media has made this virtual world a marketing tool. Therefore, this study aims: to determine the effect of Instagram-social media promotion on purchasing decisions, the level of AIDA (Attention, Interest, Desire, and Action) among consumers; its influence on purchasing decisions; and to determine the suitable AIDA model for fresh products. The research population is Instagram followers @HappyFresh_id. The sample is 100 people based on the five-percent-error-probability of the Slovin formula, and it is derived by a simple random sampling technique. The data collected during March-April 2021, and adopting multiple linear regression analysis, proves AIDA simultaneously influences purchasing decisions with a determination level of 67%. Likewise, interest, desire, and action have a significant effect on buying decisions. Accordingly, the research presents three variations of the AIDA model for effective social media marketing, but it needs further analysis

Item Type: Book Section
Keywords / Kata Kunci: Promotion, Instagram, AIDA, purchasing decision, HappyFresh
Subjects: Manajemen Pemasaran
Ilmu Tanaman
Faculty: Fakultas Pertanian > Agribisnis S1
Depositing User: Dr. Nana Danapriatna
Date Deposited: 02 May 2023 06:50
Last Modified: 02 May 2023 06:50

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