<![CDATA[ Purpose – This study aims to design and examine the implementation of a pull marketing strategy integrated with the AIDA (Awareness, Interest, Desire, Action) model to increase brand awareness and customer interest in Kos Pak Mahfud, a women-only boarding house in Malang Regency. Design/methodology/approach – This problem-solving research adopts a mixed experimental approach. The marketing strategy was developed based on in-depth interviews with relevant informants. The resulting marketing content was tested on two groups, namely an experimental group exposed to advertisements and a control group without exposure. Data were collected using Likert-scale questionnaires and analyzed to identify differences in brand awareness and customer interest between the two groups. Findings – The analysis examines differences in awareness and interest levels between the experimental and control groups, indicating the effectiveness of the implemented pull marketing strategy in influencing consumer responses. Originality/value – This study contributes to practical marketing strategy development by integrating the AIDA model into a pull marketing approach and testing its effectiveness using a controlled comparative design in the boarding house industry.]]>
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