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All Journal Economic and Business Horizon
Andyni Yulfanis Aulia Masrifa
Institut Keuangan-Perbankan dan Informatika Asia Perbanas, Indonesia
Economics, Econometrics & Finance

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Evaluation of Anime-Based Banking Advertisements on YouTube with AIDA Model Approach Andyni Yulfanis Aulia Masrifa; Emmanuella Elisabeth Thatcher
Economic and Business Horizon Vol. 5 No. 4 (2026): July
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.4.2026.1638

Abstract

Amid the growing competition in digital banking, advertisements are increasingly required to employ creative and engaging content to capture audience attention and encourage consumer responses. This study analyzes the effectiveness of a banking service advertisement featuring Nichijou anime animation on YouTube, based on the Attention, Interest, Desire, Action (AIDA) model. A descriptive quantitative approach was employed, utilizing purposive sampling to select 168 respondents who met the criterion of having watched the Nichijou-themed banking advertisement on YouTube. Data were collected through a 1–4 Likert-scale questionnaire and analyzed using an effectiveness index for each AIDA dimension. The results indicate an overall effectiveness rate of 86%, placing it in the “Excellent” category. The findings reveal that the advertisement elicited a strong audience response across the stages of attention, interest, desire, and action intention. This study offers implications for the development of digital marketing communications in the banking sector, particularly regarding the use of popular culture and audiovisual content to reach digital audiences.
Co-Authors Emmanuella Elisabeth Thatcher