STRATEGI KOMUNIKASI PEMASARAN DIGITAL BERBASIS MODEL AIDA DALAM MENINGKATKAN MINAT KONSUMEN: STUDI KASUS KIMUKATSU PALEMBANG
Digital Marketing Communication Strategy Based on AIDA Model in Increasing Consumer Interest: A Case Study of Kimukatsu Palembang
DOI:
https://doi.org/10.34005/elarbah.v9i2.5365Keywords:
Marketing Communication Strategy, AIDA Model, Social Media Marketing, Consumer Interest, Digital Promotion, Food and Beverage Industry, Instagram, TikTok, Restaurant Marketing, Consumer BehaviorAbstract
This study analyzes digital marketing communication strategies based on the AIDA (Attention, Interest, Desire, Action) model in increasing consumer interest at Kimukatsu Palembang Branch. The food and beverage industry faces intense competition requiring effective marketing communication strategies, particularly through social media platforms that have become primary channels for consumer engagement. This research employs a qualitative descriptive method with a case study approach, involving five informants including supervisors, cashiers, servers, and consumers. Data were collected through observation, in-depth interviews, and documentation, then analyzed using data reduction, display, and conclusion drawing techniques. The findings reveal that Kimukatsu Palembang utilizes three main social media platforms: Instagram, TikTok, and WhatsApp, with varying effectiveness levels. Instagram and TikTok demonstrate high effectiveness in reaching broad audiences and generating consumer interest, while WhatsApp shows limited reach but enables intensive communication. The AIDA model application shows that attention is captured through promotional content and discount offerings up to 50%, interest is built through professional food photography and foodvlogger collaborations, desire is stimulated by authentic food replicas and appealing menu displays, and action is triggered by direct promotions, member programs, and digital payment convenience. Supporting factors include straightforward promotional messaging, visual consistency between promotional materials and actual products, comfortable Japanese-themed ambiance, and strategic mall location. The study demonstrates a 28.7% revenue increase from Rp 7.28 billion (2023) to Rp 9.37 billion (2024), validating the strategy's effectiveness. However, challenges persist including algorithm uncertainties on TikTok, limited WhatsApp reach, and strong competition from established brands. The research contributes to marketing communication literature by demonstrating practical AIDA model application in the digital era and provides managerial implications for food and beverage businesses seeking to optimize social media marketing strategies.
References
Cangara, H. (2014). Perencanaan Dan Strategi Komunikasi. Rajawali Pers.
Firmansyah, A. (2020). Komunikasi Pemasaran. CV Penerbit Qiara Media
Kennedy & Soemargana. (2006). Marketing Communications Taktik Dan Strategi. Gramedia
Moleong, L.J. (2007). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.
Morissan. (2013). Teori Komunikasi : Individu Hingga Massa. Kencana Prenada Media Grup.
Mulyana, D. (2018). Metode Penelitian Komunikasi. Remaja Rosdakarya.
Philip, K. (2006). Dasar Dasar Pemasaran. PT. Mida Surya Grafindo
Philip. K & Keller L. (2006). Manajemen Pemasaran. PT. Indeks
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu Pada Masa Era Media Sosial. Pustaka Setia.
Priansa, D. J. (2017). Manajemen Komunikasi Dan Pemasaran. Alfabeta.
Shimp. (2003). Strategi Komunikasi Pemasaran. Jakarta : Erlangga
Sudarsono, H. (2020). Manajemen Pemasaran. Pustaka Abadi.
Sugiyono. (2016). Metode Penelitian Kualitatif, Kuantitatif, dan Kombinasi (Mixed Methods). Cetakan ke 8. Alfabeta.
Sugiyono. (2007). Metode penelitian kuantitatif, Kualitatif dan R&D. Alfabeta.
Suryabrata, Sumadi. (2012). Metode Penelitian. PT. Raja Grafindo Persada.
Tjiptono. (2001). Manajemen Pemasaran Dan Analisis Prilaku Konsumen. BPFE
Ghuripolaha. (2024). Strategi Komunikasi Marketing Terpadu Dalam Meningkatkan Jumlah Nasabah Kredit Serbaguna Bank Sumsel Babel Cabang Pembanu Pendopo Lintang. Palembang : Stisipol Candradimuka Palembang.
Handoko S, Thomas S & Errie M. (2022). Pengaruh Komunikasi Pemasaran Dan Produk Terhadap Keputusan Pembelian Di PT. Furnilux Indonesia. Jurnal Bisnis Kolega. 8(1). 9-21. https://www.ejournal.pmci.ac.id/index.php/jbk/article/download/75/51
Indira, Andi A. (2018). Strategi Komunikasi Pemasaran Bisnis Kuliner Bolu Ta’ Makassar Dalam Menghadapi Persaingan. Makassar: Universitas Islam Negeri Alauddin Makassar.
Kholidah, Nur Dian. (2023). Strategi Komunikasi Pemasaran Melalui Media Instagram Dalam Mempromosikan Produk Great Project Di Kabupaten Situbondo. Jawa Barat : Universitas Islam Negeri Kiai Achmad Siddiq.
Kurniawati, Nia Karnia dkk. (2022). Penerapan Attention, Interest, Desire, Action (AIDA) Terhadap Komunikasi Pemasaran Kerajinan Tangan. Jawa Barat : Universitas Sultan Agung Tirtayasa.
Kusniawati,W.,Ameli,R.N. (2022). Dampak Media Sosial Tiktok Terhadap Prilaku Remaja Pada Era Globalisasi. JIKEM : Jurnal Ilmu Komputer, Ekonomi, dan Manajemen.2(1).
Mardianto.D & Giarti. (2019). Analisis Strategi Komunikasi Pemasaran ( Studi Kasus Strategi Komunikasi Pemasaran Merchadise di Kedai Digital 8 Solo. Jurnal Stie. 3(1). 60-66. https://jurnal.stie-aas.ac.id/index.php/jie/article/download/470/249.
Mubarrok, Isnan. (2021). Strategi Komunikasi Pemasaran Melalui Media Sosial Instagram (Studi Kasus Pada Online Shop Laila Branded Ponorogo). Jawa Timur : Institut Agama Islam Negeri Ponorogo.
Mustafa. D, Syarifudin. H, & Malawi, N. (2022). Strategi Komunikasi Pemasaran Dalam Meningkatkan Penjualan Buku PT. Rineka Cipta Makasar. Jurnal Ilmu Komunikasi. 3(1). 38 – 45. https://jpii.upri.ac.id/index.php/connected/article/download/47/73/488
.
Mutiah, Raihan. (2022). Pengaruh Media Sosial Instagram Dan Gaya Hidup Terhadap Pembelian Implusif Terhadap Perekonomian Islam. Banda Aceh : Universitas Negeri Islam Ar-Rairy Banda Aceh.
Sahin, Syahidah. (2019). Strategi Komunikasi Pemasaran Dalam Meningkatkan Penjualan Pada Akun Instagram @BeautyMaskerOfficial. Sumatera Utara : Universitas Islam Negeri Sumatera Utara Medan.
Sonia & Sri,W. (2021). Strategi Komunikasi Pemasaran Pratama Rotan Interior Dalam Upayah Meningkatkan Penjualan di Desa Trangasan Kecamatan Gatak Kabupaten Sukoharjo. Jurnal Penelitain dan Kajian Ilmiah Fakultas Ekonomi Universitas Surakarta. 19 (4). 287-292. https://ejournal.unsa.ac.id/index.php/smooting/article/download/797/558#:~:text=Menurut%20Tjiptono%20(2009%3A%20219),yang%20ditawarkan%20perusahaan%20yang%20bersangkutan.
Wantoro, Riska Priyantaurus. (2020). Media Instagram Dalam Komunikasi Pemasaran Online ( Studi Deskriptif Kualitatif Pada Akun Instagram @askxorg ). Surakarta : Universitas Muhammadiyah Surakarta.
