ANALISA KOMPARATIF PENERAPAN STRATEGI AIDA PADA PLATFORM INSTAGRAM MEREK STELLA MCCARTNEY DAN SEJAUH MATA MEMANDANG
Kata Kunci:
AIDA, INSTAGRAM, fashion brand, persuasive communication, marketing strategyAbstrak
Penelitian ini bertujuan untuk menganalisis dan membandingkan strategi komunikasi persuasif yang digunakan oleh merek Sejauh Mata Memandang dan Stella McCartney di platform Instagram. Melalui pendekatan kualitatif, penelitian ini menemukan bahwa kedua merek memiliki pendekatan yang berbeda dalam menerapkan model AIDA. Stella McCartney cenderung menggunakan pendekatan yang lebih langsung dan transaksional dengan penekanan pada ajakan bertindak (Call to Action) untuk mendorong penjualan, sedangkan Sejauh Mata Memandang lebih fokus pada membangun kesadaran merek dan hubungan emosional dengan audiens melalui konten visual yang kaya akan budaya dan cerita yang mendalam. Perbedaan ini mencerminkan target audiens dan tujuan pemasaran yang berbeda dari kedua merek. Implikasi dari temuan ini adalah bahwa merek fesyen dapat mengadopsi berbagai strategi komunikasi persuasif di Instagram, tergantung pada tujuan pemasaran dan target audiens mereka. Merek dengan target audiens global dan tujuan penjualan langsung dapat mengambil pendekatan yang lebih transaksional, sementara merek dengan target audiens lokal dan tujuan jangka panjang dapat fokus pada pembangunan merek dan hubungan emosional. Penelitian lebih lanjut diperlukan untuk mengeksplorasi efektivitas relatif dari berbagai strategi ini dalam mencapai tujuan pemasaran merek.
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