The Influence of AIDA Model Marketing Communication on Gen Z’s Buying Interest in Mykonos Product
Article Sidebar
Main Article Content
Abstract
The current digital era encourages marketers to implement the most effective marketing communication strategies, particularly for the Mykonos perfume brand. The purpose of this study was to determine the effect of the AIDA model of marketing communication on Gen Z's purchase intention for Mykonos products. A quantitative method was applied through a survey approach. The study population was students of the Muhammadiyah University of Surakarta with a sample of 100 respondents. Multiple linear regression was applied in data analysis. Quantitative research on 100 UMS students showed that simultaneously, the AIDA variable had a strong influence on purchase intention (R^2 = 87.8%). However, only the desire and action variables were significant, while attention and interest had no effect. This indicates that emotional aspects and the drive for action are more decisive in increasing purchase intention than simply attention and initial interest. Thus, a marketing communication strategy that emphasizes creating desire and encouraging consumer action is considered more effective in increasing purchase intention. The results of this study are expected to be useful for marketing practitioners to focus on marketing communication strategies that can create desire through emotional branding and collaborative storytelling, as well as strengthen action through clear calls to action, limited-time promotions, and ease of transactions to accelerate conversion.
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
References
Angelin, A., & Paramita, S. (2024). Analisis Strategi Komunikasi Pemasaran Dalam Meningkatkan Customer Engagement Produk Kecantikan Di Tiktok. Prologia, 8(2), 354–362.
Https://Doi.Org/10.24912/Pr.V8i2.27615
Apriandi, N. D., Soleh, A., & Irwanto, T. (2023). The Effect Of Application Of Aida (Attention, Interest, Desire And Action) On Telkomsel Card Purchase Decisions In Bengkulu City. Jurnal Akuntansi, Manajemen Dan Bisnis Digital, 2(2), 189–202.
Https://Doi.Org/10.37676/Jambd.V2i2.4379
Azhar, A., & Erlangga, C. Y. (2025). Penerapan Model Attention, Interest, Desire, Action (AIDA) Pada Promosi Produk Hmns Di Media Sosial Instagram. Al Mikraj: Jurnal Studi Islam Dan Humaniora, 5(2), 1153–1160. Https://Doi.Org/10.37680/Almikraj.V5i2.7005
Azhari, A., Hikmah, N., Isnaeni, N., Zulfikar, M. A., & Mutasya, N. (2025). Pengaruh Penggunaan Instagram Terhadap Perilaku Konsumtif Generasi Z Di Indonesia. PENG: Jurnal Ekonomi Dan Manajemen, 2(3), 3593–3602.
Https://Doi.Org/10.62710/Dc7q7c75
Cahyadi, I. A., & Sirait, T. (2025). Pengaruh Model AIDA Melalui Instagram Terhadap Keputusan Pembelian Konsumen Panda Ramen. Jurnal Sosial Dan Sains, 5(7), 2135–2153. Https://Doi.Org/10.59188/Jurnalsosains.V5i7.32353
Fadhilah, A. R., & Berliana, R. K. (2022). Strategi Komunikasi Marketing Produk Perawatan Kulit Bloomka Dalam Menarik Minat Beli Konsumen. Journal Of Economics, Humanities, And Social Sciences, 4(4), 2604–2614. Https://Doi.Org/10.34007/Jehss.V4i4.1140
Heriansya, A., & Arini, E. (2023). Pengaruh AIDA (Attention, Interst, Desire, Action) Terhadap Keputusan Pembelian Produk Batik Basurek Al-Sufi Di Kota Bengkulu. Jurnal Entrepreneur Dan Manajemen Sains, 4(1), 41–54. Https://Doi.Org/10.36085/Jems.V4i1.4396
Hutagalung, A. S., & Syahminan, M. (2024). Marketing Communication Strategy In Increasing Product Sales Results Case Study Of PT. Nazar Paint Kiloan Sibolga Paint Branch. Hulondalo Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 3(2), 619615.
Https://Doi.Org/10.59713/Jipik.V3i2.948
Janari, R., Anggara, R., & Oxygentry, O. (2026). Pengaruh Unggahan Promosi Pada Akun Instagram@ Almondcrispy. Id Terhadap Keputusan Pembelian. Hulondalo Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 5(1), 203-212.
Https://Doi.Org/10.59713/Jipik.V5i1.1548
Karismasari, M. I. B. K., & Sumarlan, I. (2025). Digital Marketing Analysis Of Yogya Chicken Restaurant In Maintaining Sales. Hulondalo Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 4(2), 619641.
Https://Doi.Org/10.59713/Jipik.V4i2.1215
Khusnawati, B. L. S., & Sulistyani, H. D. (2025). Kampanye Komunikasi Pemasaran Dalam Meningkatkan Brand Awareness Dan Jumlah Member Gatsoe Fitness Di Kota Semarang. Interaksi Online, 13(3), 280–298.
Kotler, Philip Dan Kevin Lane Keller. (2016). Marketing Management. New Jersey: Pearson Education, Inc
Moniaga, N. A., Paputungan, R., & Kalangi, J. S. (2017). Pengaruh Komunikasi Pemasaran Terhadap Minat Beli Produk PT. Indofood CBP Sukses Makmur Bitung. Acta Diurna Komunikasi, 6(1).
Navila, A. M., & Mustikasari, R. P. (2026). -Konten Review Skincare Di Akun Tiktok ‘Dokter Detektif’Dalam Membentuk Minat Beli:-. Hulondalo Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 5(1), 114-129.
Https://Doi.Org/10.59713/Jipik.V5i1.1540
Poetra, R. R., & Christantyawati, N. (2017). Model AIDA: Pola Penggunaan Media Sosial Dalam Meningkatkan Kepuasan Penjualan Di Toko Online Goldies Hijab. Jurnal Komunikasi Profesional, 1(1).
Https://Doi.Org/10.25139/Jkp.V1i1.170
Prihantira, S. D. N., & Dharmawan, L. (2025). The Effectiveness Of Social Media Use On Gen Z Communication Patterns In The Digital Era. IJESS International Journal Of Education And Social Science, 6(2), 258–266.
Https://Doi.Org/10.56371/Ijess.V6i2.403
Putri, T. C., & Santoso, H. (2025). Implementasi Pemasaran Digital Pada Media Sosial Instagram Deustchkursebildung. JISPENDIORA: Jurnal Ilmu Sosial, Pendidikan Dan Humaniora, 4(2), 119–133. Https://Doi.Org/10.56910/Jispendiora.V4i2.2216
Ramadhayanti, A. (2021). Pengaruh Komunikasi Pemasaran Dan Affiliate Marketing Terhadap Volume Penjualan. Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, 8(1), 94–104.
Https://Dx.Doi.Org/10.31602/Al-Kalam.V8i1.4161
Rofiq, A., Arifin, Z., & Wilopo. (2013). Pengaruh Penerapan AIDA (Attention, Interest, Desire, Action) Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 3(1), 1–10.
Roisdiansyah, F. A. M., & Fauzi, A. (2025). Promosi Melalui Video Iklan Berbasis Aplikasi Sony Vegas Pro 13 Untuk Menarik Minat Beli. MASMAN Master Manajemen, 3(2), 11–20.
Https://Doi.Org/10.59603/Masman.V3i2.809
Safira, N., & Sumardjijati, S. (2026). Pengungkapan Diri Gen Z Dalam “Komunitas Marah Marah” Di Twitter. Hulondalo Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 5(1), 162-175.
Https://Doi.Org/10.59713/Jipik.V5i1.1545
Satria, D. W., Nayiroh, L., & Kusumaningrum, R. (2025). Analisis Pengaruh Slogan Yakult Terhadap Minat Beli Mahasiswa Di Bekasi. INNOVATIVE: Journal Of Social Science Research, 5(4), 1043–4246.
Https://Doi.Org/10.31004/Innovative.V5i4.19650
Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature Review Keputusan Pembelian Dan Minat Beli Konsumen Pada Smartphone: Harga Dan Promosi. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 301-313.
Https://Doi.Org/10.38035/Jmpis.V3i1.876
Sikumbang, K., Ramadhina, W., Yani, E. R., Arika, D., Hayati, N., Hasibuan, N. A., & Permana, B. G. (2024). Peranan Media Sosial Instagram Terhadap Interaksi Sosial Dan Etika Pada Generasi Z. Journal On Education, 6(2), 11029-11037.
Sugiyono. (2020). Metode Penelitian Kuantitatif Dan Kualitatif, Dan R&D. Alfabeta.
Widayanto, M., & Athanasius, S. S. (2021). Efektifitas Media Digital Dalam Komunikasi Pemasaran Menurut Konsumen Di Semarang (Studi Kasus Mahasiswa FEB UNIKA Soegijapranata). JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, Dan Perpajakan, 41, 52–72.
Https://Doi.Org/10.24912/Pr.V8i2.27615
Yasmir, M. A., & Prasetyo, I. (2025). Pengaruh Penerapan Metode AIDA (Attention, Interest, Desire, Action) Terhadap Minat Beli Konsumen Di Shopee. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(2), 227–239.
Https://Doi.Org/10.61722/Jiem.V3i2.3823