Peran Mediasi AIDA dalam Pengaruh Meta ADS terhadap Kinerja Penjualan UMKM Manoki di Kabupaten Kupang

Magfirah Winanti (Universitas Nusa Cendana)
Aplonia Bani (Universitas Nusa Cendana)
Yacobus C. W. Siubelan (Universitas Nusa Cendana)

Jurnal Riset Rumpun Ilmu Tanaman
Vol. 5 No. 2 (2026): Oktober: JURRIT: Jurnal Riset Rumpun Ilmu Tanaman

This study examined customer characteristics and the effectiveness of Meta Ads on the sales performance of Manoki MSME in Noelbaki Village, Kupang Regency, with AIDA (Attention, Interest, Desire, and Action) as a mediating variable. A quantitative approach was applied to 59 respondents selected through purposive sampling based on their experience of viewing and interacting with Manoki advertisements. Questionnaire data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) in SmartPLS. Respondents were predominantly female (57.6%), aged 17-25 years (79.6%), senior high school graduates (73.5%), and students (62.7%). Meta Ads had a positive and significant effect on AIDA (t=26.065; p<0.001), while its direct effect on sales performance was not significant (t=0.496; p=0.620). Conversely, the indirect effect through AIDA was positive and significant (β=0.671; t=5.451; p<0.001), indicating full mediation. The model explained 54.8% of the variance in sales performance. Thus, Meta Ads effectiveness depends on its ability to progressively generate consumer attention, interest, desire, and purchasing action.