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All Journal Jurnal MADIA (Jurnal Humas dan Media Kontemporer)
Hesti Apriliani
ilmu komunikasi universtitas muhammadiyah bengkulu
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran Sanggar Gema Asyura di Media Sosial Instagram Menggunakan Pendekatan AIDA Hesti Apriliani; Riswanto
Jurnal MADIA (Jurnal Humas dan Media Kontemporer) Vol 7 No 1 (2026): Jurnal Madia
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/madia.v7i1.10761

Abstract

This study aims to examine the marketing communication of Sanggar Gema Asyura through its Instagram account @gemaasyura2020. Sanggar Gema Asyura is a cultural arts group in Bengkulu City that specializes in traditional dance and dol music and has achieved national recognition. However, its digital presence on Instagram remains limited, with only about 259 followers and inconsistent posting activity. The study employs a descriptive qualitative approach, utilizing data collection techniques such as in-depth interviews with five informants, observation, and documentation. Analysis was conducted using Elias St. Elmo Lewis’s AIDA Theory (Attention, Interest , Desire , Action). The results indicate that all four stages of AIDA have been implemented with varying levels of effectiveness. Overall, the Desire and Action stages were more effective than the Attention and Interest stages. Inconsistent content management remains the primary obstacle to optimizing the studio’s digital marketing communication. Keywords: Art Studio, Gema Asyura, Instagram, Marketing Communications, Social Media.
Co-Authors Riswanto