MODEL AIDA PADA PELAYANAN PELANGGAN UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN

Authors

  • Rifki Hanif Institut Teknologi dan Bisnis Asia Malang
  • Agus Purnomo Sidi Institut Teknologi dan Bisnis Asia Malang http://orcid.org/0000-0003-2778-1014
  • Afira Rahmatul Annisa Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.25273/capital.v8i1.19931

Keywords:

AIDA, purchase decision, Pelayanan Pelanggan, online store, communication strategy,

Abstract

This study aims to evaluate the influence of the AIDA (Attention, Interest, Desire, Action) communication strategy on consumers' purchase decisions in online stores. The rapid development of the internet in Indonesia has changed the way people conduct transactions, with the emergence of various online shopping sites. The method used is descriptive quantitative with a sample of 100 consumers. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that all AIDA variables significantly influence purchase decisions, with t-values of each variable being greater than the t-table value and a significance level of less than 0.05. The conclusion of this study is that the AIDA communication strategy is effective in increasing consumers' purchase decisions in online stores. Pelayanan Pelanggan that can provide clear, engaging, and consistent information with advertisements plays a crucial role in this. The implications of these findings underscore the importance of Pelayanan Pelanggan training in communication strategies to enhance consumer purchase decision.

Downloads

Download data is not yet available.

References

Aityassine, F. L. Y. (2022). Customer satisfaction, customer delight, customer retention and customer loyalty: Borderlines and insights. Uncertain Supply Chain Management, 10(3), 895–904. https://doi.org/10.5267/j.uscm.2022.3.005

Ambardi, A., Chasanah, E. A., Aminah, A., & Pribadi, R. M. (2024). PENERAPAN MODEL MARKETING AIDA+S TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE. CAPITAL: Jurnal Ekonomi Dan Manajemen, 7(2), 209–223. https://doi.org/10.25273/capital.v7i2.18043

Aprilia, R., Suryadi, S., & Yateno, Y. (2021). Pengaruh Orientasi Belanja, Kepercayaan Online dan Pengalaman Pembelian terhadap Belanja Produk Online. Jurnal Manajemen DIVERSIFIKASI, 1(1), 46–67. https://doi.org/10.24127/diversifikasi.v1i1.507

Asosiasi Penyelenggara Jasa Internet Indonesia. (2024, Februari 7). Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Diambil 28 Mei 2024, dari https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang

Bacile, T. J. (2020). Digital customer service and customer-to-customer interactions: Investigating the effect of online incivility on customer perceived service climate. Journal of Service Management, 31(3), 441–464. https://doi.org/10.1108/JOSM-11-2018-0363

Effendi, M. (2021). Pengembangan Sumber Daya Manusia dalam Meningkatkan Citra Lembaga di Lembaga Pendidikan Islam. Southeast Asian Journal of Islamic Education Management, 2(1), 39–51. https://doi.org/10.21154/sajiem.v2i1.40

Ersatria Gerald Hilmy Prakasa & Harimukti Wandebori. (2024). Analysis of Digital Transformation on Consumer Behavior for Shopping in Offline and Online Store (Case Study: UNIQLO Indonesia). International Journal of Current Science Research and Review, 7(1), 20–34. https://doi.org/10.47191/ijcsrr/V7-i1-03

Harahap, D. A. (2018). PERILAKU BELANJA ONLINE DI INDONESIA: STUDI KASUS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 9(2), 193–213. https://doi.org/10.21009/JRMSI.009.2.02

I Dewa Gde Agung Ekaprana, I Made Jatra, & I Gusti Ayu Ketut Giantari. (2020). PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN CITRA MEREK TERHADAP NIAT PEMBELIAN ULANG | E-Jurnal Manajemen. E-Jurnal Manajemen, 9(8), 2895–2914. https://doi.org/10.24843/EJMUNUD.2020.v09.i08.p01

Indana, L., & Andjarwati, A. L. (2021). Website Quality, Brand Image, dan E-WOM serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka. Jurnal Ilmu Manajemen, 9(2), 536–546. https://doi.org/10.26740/jim.v9n2.p536-546

Jayanti, R. D., & Hidayati, N. (2022). Pengaruh Kepuasan Dan Kepercayaan Konsumen Terhadap Loyalitas Konsumen Dengan Switching Cost Sebagai Variable Mediasi: Pengaruh Kepuasan Dan Kepercayaan Konsumen Terhadap Loyalitas Konsumen Dengan Switching Cost Sebagai Variable Mediasi. JURNAL EKUIVALENSI, 8(1), 14–28. https://doi.org/10.51158/ekuivalensi.v8i1.653

Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel & Tourism Marketing, 39(1), 109–135. https://doi.org/10.1080/10548408.2022.2052227

Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh Harga, Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10. https://doi.org/10.47065/jbe.v1i1.56

Sidi, A. P., & Hanif, R. (2023). READINESS OF TECHNOLOGICAL LITERACY TOWARD ONLINE SELLING INTEREST AMONG SME’S IN MALANG CITY. Jurnal Apresiasi Ekonomi, 11(3), 484–495. https://doi.org/10.31846/jae.v11i3.691

Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943

statista. (2024). Cosmetics—Indonesia | Statista Market Forecast. Diambil 28 Mei 2024, dari Statista website: https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/indonesia

Suhardi, Y., Syachroni, A., Burda, A., & Darmawan, A. (2020). Pengaruh Keragaman Produk, Persepsi Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen. Jurnal STEI Ekonomi, 29(02), 17–30. https://doi.org/10.36406/jemi.v29i2.340

Ullal, M. S., & Hawaldar, I. T. (2018). Influence of advertisement on customers based on AIDA model. Problems and Perspectives in Management, 16(4), 285–298. https://doi.org/10.21511/ppm.16(4).2018.24

Vasanthi,Donthi. (2019). Aida Model: An Invisible Promotional Tool – Maruti Suzuki India Limited Perspective. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 8(12), 4807–4813. https://doi.org/10.35940/ijitee.L3688.1081219

Widiya Dewi Anjaningrum, Adya Hermawati, Ahmad Nizar Yogatama, Rahayu Puji, & Agus Purnomo Sidi. (2022). Creative Industry in the Post-Pandemic Digital Era: Meaningful Incubation, Customer Focus, and High Innovation as Strategies to Compete. European Alliance for Innovation.

Downloads

Published

2024-09-01

Issue

Vol. 8 No. 1 (2024)

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

 

With the receipt of the article by the CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Editorial Board and the decision to be published, then the copyright regarding the article will be diverted to CAPITAL

CAPITAL has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal. 

 

Â