ANALISIS PENGARUH KONSEP AIDA (ATTENTION, INTEREST, DESIRE, ACTION) TERHADAP EFEKTIFITAS PERIKLANAN; STUDI KASUS PADA PT. TOMMINDO INTI PRIMA PANGKALPINANG

Abstrak

            This thesis was written and compiled by Dwita Virgioni with the student identification number 64016036, entitled in Bahasa Indonesia: "Analysis of the Effect of AIDA Concepts (Attention, Interest, Desire, Action) on the Effectiveness of Advertising; at PT. Tommindo Inti Prima Pangkalpinang" the purpose of this study was to determine the effect of the AIDA concept, namely Attention, Interest, Desire, Action on the effectiveness of advertising at PT. Tommindo Inti Prima Pangkalpinang.

         The theories used in this research are Management theory, Marketing theory, marketing mix, AIDA Concept theory, and Advertising Effectiveness theory. Data collection techniques using online mechanisms, with 100 respondents held from May 2020 and June 2020. The variables used Attention, Interest, Desire, action variables are independent variables and the effectiveness of advertising is a dependent variable that is developed independently according to indicators. This study uses descriptive analysis with a quantitative approach to primary research data in the field. As a tool in processing statistical data, the University of Amsterdam's JASP Version 0.9.2.0 program is used.

                Based on the results of the study that: (1) There is a significant influence of Attention variables on the effectiveness of advertising at PT. Tommindo Inti Prima Pangkalpinang. This is evidenced by the t-count value (7,201) > t table (1,98525). (2) There is a significant influence of the Interest variable on advertising effectiveness at PT. Tommindo Inti Prima Pangkalpinang. This is proven by the t-count value (-2,876) > t table (1.98525). (3) There is a significant influence of the Desire variable on the effectiveness of advertising at PT Tommindo Inti Prima Pangkalpinang, as evidenced by tcount (3,186) > t table (1.98525). (4) There is a significant effect of the Action variable on the effectiveness of advertising at PT Tommindo Inti Prima Pangkalpinang This is proven by the value of t-count (3,565) > t table (1,98525) and AIDA variables (Attention, Interest, Desire, Action) simultaneously influence based on testing together. This is proved by the value of Fcount (115,073) > Ftable ( 2,3).