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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Ilhan Davala Evan
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Strategi Promosi Printbox Advertisement melalui Pendekatan Value Proposition Canvas dan AIDA Model Ilhan Davala Evan; Titik Purwinarti; Riza Hadikusuma; Nining Latianingsih; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

Printbox is an innovative product developed by PT Startup Inovasi Indonesia that functions as a self-service printing machine and digital advertising media via a screen. The popularity of Printbox has grown since its launch, with about 1,000 daily transactions per unit at a university campus. This research aims to design a Printbox Advertisement promotion strategy using the Value Proposition approach and the AIDA (Attention, Interest, Desire, Action) marketing communication model. The method is descriptive qualitative with a case study on PT Startup Inovasi Indonesia and literature analysis of digital marketing. Findings indicate that Printbox value proposition should emphasize the combined convenience of printing services with targeted advertising for the student segment. Implementation of the AIDA Model includes: (1) Attention stage, generating awareness through campus events and social media; (2) Interest, sparking interest by explaining practical benefits; (3) Desire, creating desire with user testimonials and incentives; (4) Action, facilitating action (e.g., QR code) to encourage Printbox usage. This integrated strategy is expected to enhance Printbox promotional effectiveness among students and pupils.
Co-Authors Haris Satria Putra Nining Latianingsih Riza Hadikusuma Titik Purwinarti