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Journal : Journal of Innovation Research and Knowledge

PENERAPAN KONSEP AIDA DALAM STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN MINAT BELI PRODUK APPLE RESMI DI SIANTAR PONSEL TEUKU UMAR DENPASAR Sahri Aflah Ramadiansyah; Donny Irza Hariri Effendy; Putri Ekaresty Haes; Jonathan Jacob Paul Latupeirissa
Journal of Innovation Research and Knowledge Vol. 5 No. 7 (2025): Desember 2025
Publisher : Bajang Institute

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Abstract

This study aims to analyze how the AIDA concept (Attention, Interest, Desire, Action) is applied in the marketing communication strategy carried out by SiantarPonsel, a certified smartphone retailer in Denpasar, particularly in promoting Apple products. The study uses a descriptive qualitative approach, with data collected through direct observation, interviews with the store manager, staff members, and customers, as well as documentation of both online and offline promotional activities. The findings show that SiantarPonsel strengthens the Attention stage through window displays, banners, and visual promotional materials; the Interest stage through social media content, product education, and device demonstrations; the Desire stage through interpersonal communication that highlights product authenticity, official warranty, and long-term value; and the Action stage through installment programs, trade-in options, and WhatsApp Broadcasts that encourage purchasing decisions. These strategies help build a strong perception of quality and increase consumer interest in Apple products among local buyers in Denpasar. The study emphasizes the importance of integrating offline and online marketing communication and the role of staff competence in shaping purchasing decisions for premium products.
Co-Authors Agung, Mia Intentilia Anak Anak Agung Istri Agung Maheswari Angelyn Gavryla Arniti, Ni Ketut Bayu Nata Negara Bestari, Ni Made Prasiwi Chontina Siahaan Cistadewi, Ni Made Wulan Desak Gede Suasridewi Devi, Dewa Ayu Putri Eliza Kirana Dewi, Anak Agung Istri Reginata Dewi, Ni Putu Dian Cahayani Surya Dewiningrat, Ayu Indira Donny Irza Hariri Effendy Dwipayanti, Kadek Diah Gorda, A.A.A. Ngr Sri Rahayu Gunawan, Andri Haggie Arranda Wahab I Gusti Ngurah Darma Paramartha I Nyoman Indra Kumara I Nyoman Subanda I Nyoman Widnyana Wartama I Nyoman, Subanda I Putu Darma Wijaya I Putu Dharmawan Pradhana I Wayan Joniarta I Wayan Joniarta Imroatul Mufida, Imroatul Intentilia, Anak Agung Mia Jenifer Kadek Darmaastawan Kadek, Ardea Regita Maharani Maharta, I Dewa Putu Dipta Maheswari, Anak Agung Istri Agung Maria Erica Widyadini Fernanda Martina Cahya Arista Melati Budi Srikandi Melati Mediana Tobing Moriste, Marshanda Chelsea Sivora Nareswari, Made Jasmine Regita Natashya, Regita Ni Ketut Arniti Ni Komang Vira Yunita Ni Luh Tut Tri Ratnawati Ni Luh Yulyana Dewi Ni Luh Yuni Lesatri Ni Luh Yuni Lestari Ni Putu Bayu Widhi Antari Ni Putu Yunita Anggreswari Nuning Indah Pratiwi Pika, Putu Ayu Titha Paramita Praarsa, I Dewa Agung Pramana, Ida Bagus Gde Agung Yoga Pramana, Ida Bagus Gde Agung Yoga ana Pratiwi, Kadek Ayu Dewi Prayana, I Kadek Rian Putra, Naufal Giri Putra, Putu Adi Saskara Putri Ekaresty Haes Putri, Gusti Ayu Nadya Tamara Putu Dyah Permatha Korry Putu Suparna Sahri Aflah Ramadiansyah Sari, Ni Putu Intan Permata Soei Khim Supriyadinatha Gorda, A.A.N. Eddy Supriyani, Anik Suryadinata Gorda, A.A.N. Oka Suryawan, I Made Yuda Syauta, Angel Yonata Wahyu Indra Satria Wartama, I Nyoman Widnyana Yanti, Ni Kadek Winda