Setiawan, Angga Akbar (2025) Pengaruh Aida (Attention-Interest-Desire-Action) Pada Efektivitas Iklan Online: Studi Pada Brand Fesyen Rucas. Ringkasan Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.
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Abstract
This study aims to analyze the effect of the AIDA (Attention-Interest-Desire-Action) model on the effectiveness of online advertising on the RUCAS fashion brand. This study uses a quantitative method by distributing questionnaires to 134 respondents who have been exposed to RUCAS online advertising. The result of the study indicate that all AIDA elements have a positive and significant effect on the effectiveness of online advertising. The Attention element has the most dominant effect, followed by Action, Interest, and Desire. The determination coefficient test shows the AIDA model is able to explain 78,5% of the variation in the effectiveness of online advertising, while the rest is influenced by other factors. These study makes an important contribution to the digital marketing literature and provides strategic recommendations for local fashion brands to optimize their online advertising using an AIDA model-based approach.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Tugas Akhir dapat dibaca di Perpustakaan dengan Call Number SET P 8082/2025 |
| Uncontrolled Keywords: | AIDA, Online Advertising Effectiveness, RUCAS, Digital Marketing, Fashion. |
| Subjects: | MANAJEMEN > Perilaku Konsumen |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 18 Mar 2025 04:03 |
| Last Modified: | 18 Mar 2025 04:03 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/3219 |
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