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All Journal Linguistica Jurnal Komunikasi ISLLAC : Journal of Intensive Studies on Language, Literature, Art, and Culture Arabi : Journal of Arabic Studies Langkawi: Journal of The Association for Arabic and English Jurnal Madah Suar Betang Widyaparwa Frasa: English Education and Literature Journal Surakarta English and Literature Journal
Wildi Adila
UIN RADEN MAS SAID SURAKARTA
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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From Cooking Pots to Content Spots: An AIDA Analysis of @henipurnamasarii Storytelling Nadhifa, Amala; Fadhilahwati, Alma; Hakim, Fardh Aulia; Amal, Ihsan Ikhlasul; Azis, Muhammad Fauzan; Adila, Wildi
Jurnal Komunikasi Vol 19, No 2 (2025): September
Publisher : Prodi Ilmu Komunikasi UTM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/ilkom.v19i2.30590

Abstract

This research aims to analyze the application of AIDA theory, first introduced by Strong (1925) consists of Attention, Interest, Desire, Action in @henipurnamasari's YouTube short videos. By analyzing multimodal (visual, text, and narration). This study used a descriptive qualitative approach using Spradley's qualitative data analysis (2016). The data taken from 3 types of videos, namely describing the customer, money brought, and third-party order. The research reveals how each AIDA stage is effectively crafted within a brief format. This Attention hook is established immediately through provocative titles like “Rp 400,000 meatball order for Bu Lurah,” for triggering curiosity. Interest is maintained through a step-by-step cooking demonstration presented in a relatable and personal manner. Desire arises from the narrator’s candid disclosure of slim profit margins, paired with appetizing visuals that evoke empathy and longing. Lastly, Action is softly prompted encouraging likes, subscribes, and shares. These findings demonstrate that the century-old AIDA model remains a powerful tool for structuring persuasive narratives in modern short-format digital media. 
Co-Authors Abda Abda Amal, Ihsan Ikhlasul Azis, Muhammad Fauzan Djatmika N Dwi Ana Binti Yulianti Fadhilahwati, Alma Hakim, Fardh Aulia Hany Amalia, Afika Hesti Rokhaniyah, Hesti Ida Ayu Putu Sri Widnyani Irawan Irawan Muhammad Rizal Nadhifa, Amala Nur Aini, Lina Nur Asiyah SAPUTRA, ARYA Saputra, Dananag Rendi Sari Murni Setyawan, Cahya Edi Shabrina An Adzhani Solichah, Hanif