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All Journal TIJAB (The International Journal of Applied Business)
Nurazizah Aprilia
IPB University
Economics, Econometrics & Finance

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The AIDA Framework in Consumer Rights Advocacy: How Education Shapes Awareness, Desire, and Action Megawati Simanjuntak; Surianie; Nurazizah Aprilia; Farhah Azizah Salsabila
TIJAB (The International Journal of Applied Business) Vol. 10 No. 3 (2026): SEPTEMBER 2026
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/tijab.v10.I3.2026.90587

Abstract

Background: Consumer rights protection remains an important issue, as many consumers still lack awareness of and willingness to defend their consumer rights. Consumer education is expected to improve awareness and encourage action in defending consumer rights. Objective: This study examined the relationship between the AIDA components (awareness, interest, desire, action) and the struggle to defend consumer rights, with a focus on the role of consumer behavior education. Method: This study involved 204 university students divided into two groups: 45 students who had taken a consumer behavior course and 159 students who had not. Data were analyzed using descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: Students who had taken a consumer behavior course showed higher levels of awareness, interest, desire, and action related to defending consumer rights compared to those who had not. Statistically significant differences between the two groups were found specifically in awareness and action, while differences in interest and desire were not significant. Interest was significantly associated with both desire and action in both groups. Conclusion: These findings suggest that consumer behavior education is associated with greater awareness and action in defending consumer rights. Governments and related institutions are therefore encouraged to strengthen consumer education efforts, although further research using longitudinal or experimental designs is needed to confirm causal relationships.   Keywords: AIDA; consumer education; consumer rights; Structural Equation Modeling
Co-Authors Farhah Azizah Salsabila Megawati Simanjuntak Surianie