PENGARUH FITUR ADS UNTUK MENINGKATKAN PENJUALAN LIVE TIKTOK DENGAN MODEL AIDA (ATTENTION, INTEREST, DESIRE, ACTION) (Studi Kasus di VOBI Group)

Yuniarsih, Bonifasia Dwi Putri (2024) PENGARUH FITUR ADS UNTUK MENINGKATKAN PENJUALAN LIVE TIKTOK DENGAN MODEL AIDA (ATTENTION, INTEREST, DESIRE, ACTION) (Studi Kasus di VOBI Group). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

VOBI is a digital agency company that focuses on talent / KOL synergies and brand growth on TikTok. February 2024 data contained in the partner.tiktokshop VOBI Group, VOBI Group creators have average monthly sales IDR 206,015,639. AIDA model the most commonly used formula to help with planning of an advertisement, and it can be applied an advertisement. AIDA Model (Attention, Interest, Desire, Action) will clarify the concepts of change, attitude, and behavior in relation to action framework. Results showed that the application of ADS features is necessary to start attracting consumer attention to the buying products (attention). This step, product promotion is focused according the target market. After consumers interested from content, creators need to build consumer interest to buy (interest). Creators build desire to use products offered. Creators can make consumer desire by providing limited discount. Final stage is that the creator have encourage consumers take action to buy the product. Act of purchasing this product can be carried out by old and new buyers, which is supported level of trust, price and product discounts. From the sales growth data, it’s known that there has been an increase in sales, but the sales growth value has decreased because previous sales difference was too large. Keywords: AIDA Model(Attention, Interest, Desire, Action), ADS, Sales Growth

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