Indonesian Journal of Business, Accounting and Management
Indonesian Journal of Business, Accounting, and Management (IJBAM) are devoted to publishing research papers for students, academics, researchers, and professors to share advances in accounting, business, and management theory and practice. IJBAM aimed to tie researchers to share high-quality publications at the national and international levels through a double-blind review process. IJBAM focuses on issues pertaining to the empirical investigation of Indonesian Business, Accounting, and Management and employs standard accounting and management analysis tools focusing on the Indonesian economy. The journal publishes original and reviews papers, technical reports, case studies, research notes, teaching cases, and commentaries. The coverage of Indonesian Journal of Business, Accounting, and Management (IJBAM) includes, but is not limited to, the following subjects: Business Administration, Marketing, Entrepreneurship, Human Resources, Business Innovation, Organization Theory, Management Information System, Electronic Commerce, Information System and Technology, Accounting, Islamic Economics, Islamic Finance, Syariah Accounting, Syariah Banking, Consumer Behavior, Internet Marketing, Management, Financial and Banking, Human Resource, Economics, International Business, Operations Management, Technology and Innovation, Business Ethics, and all Areas of Accounting, and all Areas of Business and Information Development around the world. The Journal welcomes the submission of manuscripts that meet the general criteria of significance and scientific excellence. All articles published in IJBAM will be peer-reviewed.
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Driving startup growth: A comprehensive review of the AIDA model's impact on marketing communications
Kartikasari, RA Loretta;
Setyawati, Irma;
Lestari, Rahayu
Indonesian Journal of Business, Accounting and Management Vol. 9 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
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DOI: 10.36406/ijbam.v9i01.246
Purpose- This paper aims to conduct a comprehensive review of the AIDA (Attention, Interest, Desire, Action) model and its impact on marketing communications within the startup ecosystem. The study specifically explores how startups can leverage the AIDA framework to attract potential customers, stimulate product or service interest, foster ownership desire, and ultimately drive conversion. Design/methodology/approach- This study employs a rigorous bibliometric analysis to trace temporal trends and the intellectual progression of research on the AIDA model and its link to startup success and growth. By examining publication patterns, keyword co-occurrence, and document co-citation networks, the paper quantitatively delineates the main research trajectories related to the application of the AIDA framework in new ventures. Findings-The analysis identifies key research trajectories and, crucially, pinpoints significant gaps in the current literature regarding the practical application and empirical validation of the AIDA model by startups. The synthesis reveals both the potential and the under-explored areas of the framework in dynamic, resource-constrained entrepreneurial settings. Originality/value-This paper offers one of the first bibliometric mappings of AIDA-focused research within the startup context. It provides a structured, quantitative overview that not only guides future academic inquiry but also delivers actionable insights for entrepreneurs seeking to optimize their marketing communications strategies.