Analisis Strategi Komunikasi Pemasaran Digital Melalui Instagram @vidi_orchids dalam Meningkatkan Minat Beli Konsumen
Studi Kasus pada Budidaya Anggrek
DOI:
https://doi.org/10.58192/sidu.v5i3.5439Keywords:
AIDA, Digital Marketing Communication, IMC, Instagram, Purchase IntentionAbstract
The growth of digital technology has driven the use of Instagram as a marketing communication medium, including in orchid cultivation businesses that still face challenges in upload consistency, consumer interaction, and competition. This study analyzes the digital marketing communication strategy implemented through the Instagram account @vidi_orchids based on the Integrated Marketing Communication (IMC) concept, examines consumer responses using the AIDA (Attention, Interest, Desire, Action) model, and identifies the obstacles encountered. This qualitative case study collected data through observation, interviews with seven informants, and documentation, analyzed using an interactive model and validated through source and technique triangulation. The findings show that Interactive/internet marketing, Direct marketing, Sales promotion, and Personal selling were dominantly applied, Publicity/public relations was applied only through testimonials, and paid advertising had not been used. Consumer responses followed the AIDA stages from attention to purchasing action. This strategy has supported the formation of purchase intention, although content consistency and response speed still require improvement.
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