Pengaruh Model AIDA Melalui Instagram Terhadap Keputusan Pembelian Konsumen Panda Ramen
DOI:
https://doi.org/10.59188/jurnalsosains.v5i7.32353Keywords:
AIDA Model, Digital Marketing, Instagram, Purchase Decision, Panda RamenAbstract
This study aims to examine the influence of Attention, Interest, Desire, and Action (AIDA) in digital marketing through Instagram on consumers' purchase decisions at Panda Ramen. The research employed a quantitative approach by distributing questionnaires to 96 respondents using purposive sampling. The collected data were analyzed using SPSS through Exploratory Factor Analysis to obtain factor scores, which were then examined using multiple linear regression analysis. The results of the analysis show that partially the Attention, Desire, and Action variables have a significant effect on purchasing decisions, while the Interest variable does not have a significant effect on purchasing decisions of Panda Ramen consumers. Simultaneously, the four variables also show a significant effect on purchasing decisions of Panda Ramen consumers. Of the four variables, Action is the factor that has the most dominant effect on purchasing decisions. The regression coefficient values of each variable are: Attention (0.204), Desire (0.208), Action (0.551), and Interest (0.055) which are not significant because the p-value is above 0.05. These findings are expected to provide a foundation for Panda Ramen’s management to optimize their digital marketing strategies, particularly by creating Instagram content that can effectively attract attention, evoke desire, and encourage consumers to take purchasing action.
References
Alam, W. Y., Pandian, A. P., Cindy, M. R., Billa, E. J. S., Firmansyah, M. R., & Anggraini, D. S. (2023). Sosial Media dan Strategi Pemasaran. Mega Press Nusantara.
Ambardi, A., Chasanah, E. A., Aminah, A., & Pribadi, R. M. (2024). Penerapan Model Marketing Aida+S Terhadap Keputusan Pembelian Di Marketplace. CAPITAL: Jurnal Ekonomi Dan Manajemen, 7(2), 209. https://doi.org/10.25273/capital.v7i2.18043
Amelia, T. F., Dharta, F. Y., & Santoso, M. P. T. (2022). Strategi Komunikasi Pemasaran Menggunakan Brosur Dalam Pengambilan Keputusan Pembelian Rumah Pada Perumahan Serasi Indah Selaras Karawang. Open Journal Systems, 16(11), 7737–7746.
Anwar, A., Nurkholik, A., Utami, F. N., Liestyowati, L., Busnawir, B., Akhiriyanto, K., Juniarto, G., & Fajar, M. (2023). STATISTIKA DASAR : Teori dan Konsep Dasar Statistika. PT. Sonpedia Publishing Indonesia.
Apriandi, N. D., Soleh, A., & Irwanto, T. (2023). The Effect Of Application Of Aida (Attention, Interest, Desire And Action) On Telkomsel Card Purchase Decisions In Bengkulu City. Jurnal Akuntansi, Manajemen Dan Bisnis Digital, 2(2), 189–202. https://doi.org/10.37676/jambd.v2i2.4379
Arfah, Y. (2022). Keputusan Pembelian Produk. PT Inovasi Pratama Internasional.
Arianto, N. (2019). Pengaruh Iklan Berdasarkan Konsep AIDA Terhadap Keputusan Pembelian Sabun Mandi Lifeboy (Studi Kasus Pada Warga Depok-Jawa Barat). Liquidity, 6(1), 72–80. https://doi.org/10.32546/lq.v6i1.42
Askaree, M. W., Arif, A. R., & Durrani, S. M. E. K. (2023). Awareness, Interest, and Desire: A Comparative Analysis of Modern and Traditional Advertisement to Influence Consumer Buying Behavior. Pakistan Journal of Humanities and Social Sciences, 11(2), 2309–2316. https://doi.org/10.52131/pjhss.2023.1102.0523
Aulia, H., Mu’arrif, Z. I., & Sumanti, E. (2024). Perbandingan Model Promosi pada Platform Facebook, Instagram, dan Tiktok terhadap Keputusan Pembelian berdasarkan model AISAS. Ekonomis: Journal of Economics and Business, 8(2), 1414. https://doi.org/10.33087/ekonomis.v8i2.1818
Creswell, J. W., Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed. Thousand Oaks, CA: SAGE Publications, 2021.
Darma, B. (2021). STATISTIKA PENELITIAN MENGGUNAKAN SPSS (Uji Validitas, Uji Reliabilitas, Regresi Linier Sederhana, Regresi Linier Berganda, Uji t, Uji F, R2). Guepedia.
Dini Nurhidayanti, A., Tri Hapsari, A., & Umam, K. (2020). Efektivitas Promosi Di Media Sosial Pada Keputusan Pembelian Pelanggan Di Gallery DEWDEW Collection Berdasarkan Model AIDA. RELASI : JURNAL EKONOMI, 16(1), 1–28. https://doi.org/10.31967/relasi.v16i1.339
Ersani, I. A., Mahfudnurnajamuddin, Basalamah, J., & Ashoer, M. (2022). Pengaruh Strategi Pemasaran Terhadap Penjualan Rumah Subsidi di PT Mitra Lestari Perkasa Polewali Mandar. Center of Economic Students Journal, 5(4), 420–430. https://doi.org/10.56750/csej.v5i4.562
F. Azahra dan Hadita, Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Melalui Variabel Intervening Minat Beli Kfc Golden City Bekasi Di Sosial Media Instagram, Jurnal Economina, Vol. 2, No. 2, Hal. 678-691, 2023.
Fadkhurosi, A. (2023). Analisis Parson Product Moment dan Alpha Cronbach dalam Pengembangan Need Assesment Bimbingan dan Konseling. Jurnal Muria Research Guidance and Counseling (MRGC), 2(1), 40–47. https://doi.org/10.24176/mrgc.v2i1.9451
F. P. Wintang dan Y. Pasaribu, Electronic Word of Mouth, Promosi Melalui Media Instagram dan Kualitas Produk Terhadap Keputusan Pembelian, Jurnal Penelitian dan Pengembangan Sains dan Humaniora, Vol. 5, No.1, Hal. 115-124, 2021.
Hanif, R., Sidi, A. P., & Annisa, A. R. (2024). Model Aida Pada Pelayanan Pelanggan Untuk Meningkatkan Keputusan Pembelian. CAPITAL: Jurnal Ekonomi Dan Manajemen, 8(1), 19. https://doi.org/10.25273/capital.v8i1.19931
Hasibuan, Z. E. (2024). Metodologi Penelitian Pendidikan. AE Publishing.
Hatuwe, R. S. M. (2022). Variabel Intervening Mengelola Kompensasi Dan Motivasi Terhadap Kinerja Pegawai Tidak Tetap (PTT). Rena Cipta MAndiri.
Hidayah, I., & Irsan, M. (2024). Pengaruh Attention, Interest, Desire, Dan Action Terhadap Keputusan Pembelian Pada Produk Bubuk Kopi Black Beans Koffie Takengon. Biram Samtani Sains, 9(1), 41–51. https://doi.org/https://doi.org/10.55542/jbss.v9i1.1174
Huda, M. ;Prasetyo, A. (2020). Efektivitas Promosi Melalui Media Sosial Pada Umkm Di Kabupaten Kebumen. Jurnal Ekonomi Dan Teknik Informatika, 8(1), 146–151.
Jalil, A. M., Sabri, Surahman, B., Ramiati, & Aprilliani, P. (2024). Pengaruh Attention, Interest, Desire dan Action Terhadap Keputusan Pembelian Sepeda Motor Merek Honda pada PT. Capella Dinamik Nusantara Takengon Kabupaten Aceh Tengah. Manajemen Kreatif Jurnal, 2(2), 111–121. https://doi.org/10.55606/makreju.v2i2.3330
J. E. McCarthy, Basic Marketing: A Managerial Approach, 12th ed. Homewood, IL: Richard D. Irwin, 2021.
J. R. Skawanti dan F. A. Sungkar, Pengaruh Instagram Marketing Dengan Model AIDA terhadap Keputusan Pembelian di Restoran Daiji Raamen Bogor, Bogor Hospitality Journal, Vol. 7, No. 1, Hal. 33-44, 2023.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education
Leon, F. M., Suryaputri, R. V, & Kunawangsih, T. P. (2023). Metode Penelitian Kuantitatif: Manajemen, Kuangan, dan Akuntansi. Salemba Empat.
Luthfiyatillah, et al., Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian, Jurnal Penelitian Ipteks, Vol. 5, No. 1, Hal 101-115, 2020.
Mardiah, U., & Rahmayati. (2024). A Analysis of the Influence of the AIDA Method ( Attention, Interest, Desire, Action) on Purchasing Decisions for Halal-Labeled Fast Food for FAI UMSU Students. Journal of Islamic Economics Perspectives, 6(1), 84–93. https://doi.org/10.35719/jiep.v6i1.145
M. C. Ikhsan, et al., Does Paid Promote Influences User Frequency To Purchase? An Analysis Using AIDA Dimension, Airlangga Journal of Innovation Management, Vol. 3, No. 2, Hal. 114-122, 2022.
Nurhayati. (2023). Keputusan Pembelian dan Kepuasan Konsumen. Penerbit NEM.
Oktavianti, S., & Hasrina, Y. (2020). Pengaruh Strategi Pemasaran Dengan Konsep Aida Terhadap Keputusan Pembelian Produk Pt.Wings Food Di Kecamatan Alang-Alang Lebar. Jurnal Ilmiah Manajemen, 09.03.2020(1), 63–80.
Ovan, & Saputra, A. (2020). CAMI: Aplikasi Uji Validitas dan Reliabilitas Instrumen Penelitian Berbasis Web. Yayasan Ahmar Cendekia Indonesia.
Panjawa, J. L., & Sugiharti, R. (2021). Pengantar Ekonometrika Dasar Teori dan Aplikasi Praktis untuk Sosial-Ekonomi. Pusaka Rumah Cinta.
Paranita, E. S. (2020). Hedging Berbasis Utang Valuta Asing. PT. RajaGrafindo Persada - Rajawali Pers.
Pertiwi, W. N. B. (2023). PENGARUH INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA SERANG. Journal of Information System, Applied, Management, Accounting and Research, 7(2), 433–441. https://doi.org/https://doi.org/10.52362/jisamar.v7i2.766
Pramiarsih, E. E. (2024). Perilaku Konsumen di Era Digital. Deeppublish.
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2021). Pengaruh Harga terhadap Keputusan Pembelian Konsumen: El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), 150–160. https://doi.org/10.47467/elmal.v2i2.473
Pratiwi, N., Maman, U., Junaidi, Danapriatna, N., Mukri, R., & Hejazziey, D. (2021). The Effect of AIDA Model to Purchasing Decision: The Case of HappyFresh Instagram Promotion. 2021 9th International Conference on Cyber and IT Service Management (CITSM), 1–5. https://doi.org/10.1109/CITSM52892.2021.9589023
Priadana, M. S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Pascal Books.
Priyatno, D. (2022). Olah Data Sendiri Analisis Regresi Linier Dengan SPSS Dan Analisis Regresi Data Panel Dengan Eviews. Cahaya Harapan.
Purba, D. S., Tarigan, W. J., Sinaga, M., & Tarigan, V. (2021). Pelatihan Penggunaan Software SPSS Dalam Pengolahan Regressi Linear Berganda Untuk Mahasiswa Fakultas Ekonomi Universitas Simalungun Di Masa Pandemi Covid 19. Jurnal Karya Abadi, 5(2), 202–208.
R. Kotler dan P. Keller, Marketing Management, 16th ed. Pearson, 2021.
Rusmasari, Y. R., Adam, M., Iyakrus, & Widiyanti, M. (2021). PENGARUH IKLAN BERDASARKAN KONSEP AIDA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DALAM MEMBELI TIKET ASIAN GAMES TAHUN 2018 DI KOTA PALEMBANG. The Manager Review, 2(2), 1–8. https://doi.org/10.33369/tmr.v2i2.16323
Sanapang, G. M., Monalisa, M., Syam, A., Ardyan, E., & Perdana, C. C. (2025). Digital Marketing : Strategy & Inovasi Pemasaran Digital. PT. Green Pustaka Indonesia.
Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147. https://doi.org/10.30872/psikoborneo.v8i1.4870
Sasono, E., & Prabastari, N. C. (2021). EFEKTIVITAS IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ZEM SILVER DEMAK. JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen Dan Akuntansi, 3(2), 37–52. https://doi.org/10.33747/capital.v3i2.119
Septiani, F. (2022). DASAR DASAR PEMASARAN DIGITAL. Cipta Media Nusantara.
Setiawati. (2021). Analisis Pengaruh Kebijakan Deviden Terhadap Nilai Perusahaan Pada Perusahaan Farmasi Di BEI. Jurnal Inovasi Penelitian, 1(8), 1581–1590. https://stp-mataram.e-journal.id/JIP/article/view/308/261
Skawanti, J. R., & Sungkar, F. A. (2023). PENGARUH INSTAGRAM MARKETING DENGAN MODEL AIDA TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN DAIJI RAAMEN BOGOR. Bogor Hospitality Journal, 7(1), 33–44. https://doi.org/10.55882/bhj.v7i1.73
Slamet, R., & Wahyuningsih, S. (2020). Validitas Dan ReabilitasTerhadap Instrumen Kepuasan Kerja. 51–58.
Subagio, V. A. (2024). Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Pada Kedai Loeang Kopi Surabaya. Ranah Research : Journal of Multidisciplinary Research and Development, 6(3), 363–373. https://doi.org/10.38035/rrj.v6i3.831
Sudrajat, A. R. (2021). Perilaku Organisasi Sebagai Suatu Konsep & Analisis. Nilacakra.
Suhartanto, D., Amalia, F. A., Najib, M., & Arsawan, I. W. E. (2023). Metode Riset Bisnis: Dasar-dasar Mendesain dan Melakukan Riset di Konteks Bisnis (R. Sutrisno (ed.); 1st ed.). Uwais Inspirasi Indonesia.
Syahputra, Dewi, N. P. S., Ariyanto, A., Putra, A. E., Ramadhani, M. M., Hadiansah, I., & Anggraeni, D. (2025). KOMUNIKASI PEMASARAN INTERNASIONAL. Penerbit Widina.
T. Rantelembang, W. J. F. A. Tumbuan dan D. Soepeno, Pemanfaatan Digital Marketing Dalam Meningkatkan Pembelian Konsumen Pada Rumah Makan Bryan’s Chicken Bitung, Jurnal EMBA, Vol. 11, No. 1, Hal. 767-776, 2023.
Tristanto, T. A., & Hurriyati, R. (2023). AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 12575–12586. https://doi.org/10.33258/birci.v4i4.3319
Velusamy, R. (2024). Marketing Management. Leilani Katie Publication.
Wahyuni, S. (2020). Kinerja Sharia Conformity And Profitability Index Dan Faktor Determinan. Scopindo Media Pustaka.
Watajdid, N. I., Lathifah, A., Andini, D. S., & Fitroh, F. (2021). Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital Marketing. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 20(2), 163–179. https://doi.org/10.14710/jspi.v20i2.163-179
Yasmir, M, A., & Prasetyo, I. (2025). PENGARUH PENERAPAN METODE AIDA (Attention, Interest, Desire, Action) TERHADAP MINAT BELI KONSUMEN DI SHOPEE. JURNAL ILMIAH EKONOMI DAN MANAJEMEN, 3(2), 227–239. https://doi.org/10.61722/jiem.v3i2.3823
Yoda, T. C. (2025). Metodologi Penelitian Bisnis. PT Kimhsafi Alung Cipta.
Yosef Tonce, & Rangga, Y. D. P. (2022). MINAT DAN KEPUTUSAN PEMBELIAN : TINJAUAN MELALUI PERSEPSI HARGA & KUALITAS PRODUK (Konsep dan Studi Kasus). Penerbit Adab.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ivanka Apriella Cahyadi, Tongam Sirait
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
