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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Raden Fathia Nurul Fadhilah Sumadinata
Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry

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The Effectiveness of Instagram Advertising Content on Al-Waliy Honey Gummy MSME Products Using AIDA Model Approach Raden Fathia Nurul Fadhilah Sumadinata; Sri Fatimah; Hepi Hapsari; Muhammad Arief Budiman
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14609

Abstract

Instagram is now used as a marketing communications medium by MSMEs, including Al-Waliy Honey Gummy, which previously only went by word of mouth marketing and was still not widely known to the public. This research aims to determine the effectiveness of Instagram advertisement video created by Al-Waliy Honey Gummy MSME using the AIDA Model approach. The research design uses descriptive quantitative design with survey and interview techniques. A sample size of 103 was drawn through purposive sampling with the criteria being active users of Instagram and have watched Al-Waliy Honey Gummy advertising video on Instagram. The findings indicate that the Al-Waliy Honey Gummy advertisment is considered effective, with scores of 3,99 for attention, 4,30 for interest, 4,06 for desire, and 4,12 for action (out of 5). The study suggests a need to enhance the quality of advertisement content to elevate effectiveness from effective to very effective and become more active in promoting the products by optimizing Instagram’s features.
Co-Authors Hepi Hapsari Muhammad Arief Budiman Sri Fatimah