Implementasi AIDA dalam Pembuatan Konten Instagram @fitacademy_id untuk Meningkatkan Brand Awareness
DOI:
https://doi.org/10.36668/jal.v14i1.1248Abstract
Abstract: This research aims to deeply analyze the marketing communication strategies used by FitAcademy to enhance brand awareness through the Instagram social media @fitacademy_id. The increasing competition in the field of education and online courses, FitAcademy utilizes Instagram as one of the means to reach the target audience active on social media. This research method uses a qualitative descriptive approach with data collection techniques focused on observation and in-depth interviews. Data processing was collected from the Instagram account @fitacademy_id, as well as from the social media specialist and marketing team at FitAcademy, to obtain detailed information regarding the implementation of marketing communication strategies carried out by FitAcademy to enhance brand awareness. The results of this study focus on the structured and consistent content-based marketing communication approach of Fit Academy. The strategy includes the use of the AIDA model (Attention, Interest, Desire, Action) in content production to attract attention, generate interest, and direct the audience to take actions such as enrolling in courses or sharing content. FitAcademy uses collaboration with content creators who have relevant educational backgrounds and presents material through microlearning to enhance engagement and education for the audience. This strategy is considered effective in building brand awareness as seen from the increase in followers, interactions, and audience engagement on Instagram @fitacademy_id. These findings contribute to the understanding of the implementation of social media-based marketing communication strategies, as well as their relevance in the context of online education in the digital era.
Keywords: Marketing Communication Strategy, Brand Awareness, Instagram, Fitacademy, Aida Model, Social Media
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