EFEKTIVITAS IKLAN WARDAH MELALUI SOSIAL MEDIA INSTAGRAM

Abstract

The problem in this study is how effective wardah advertisements are on Instagram social media seen from the AIDA concept. This study aims to determine and identify the effectiveness of wardah advertisements through Instagram social media on @wardahbeauty followers. This type of research is descriptive. The data collection technique is quantitative data, data obtained through online questionnaires submitted to follower @wardahbeauty respondents. The sample in this study were 69 people. Based on the results of simple tabulation analysis and average score analysis with the AIDA concept (Attention, Interest, Desire, Action) on wardah advertisements on Instagram social media, it shows that wardah advertisements on Instagram social media are included in the Effective category. Meanwhile, based on the results of CRI analysis, it is known that respondents who pay attention 70% and not attention 30%, interest 68.3% and not interest 31.7%, desire 58.2 and not desire 41.8%, and action 49.4 and not actions 50,6. From these results it is known that wardah advertisements on Instagram social media are effective because more than half of the respondents purchase the advertised product.

Keyword : Advertising, Social Media, Instagram, AIDA