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Jurnal Komunikasi
Published by Universitas Trunojoyo Madura
ISSN : 19784597     EISSN : 25494902     DOI : https://doi.org/10.21107/komunikasi
Core Subject : Social,
Social Sciences
Arjuna Subject : -
Articles 172 Documents
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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. 
Measuring the Quality of Dialogic Communication of Pesantren Al-Basyariyah Through Instagram Mohammad Luthfi; Ryan Maulana Husen; Bambang Setyo Utomo; Tubagus Novalul Barokah
Jurnal Komunikasi Vol 20, No 1 (2026): Maret (In Press)
Publisher : Prodi Ilmu Komunikasi UTM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/ilkom.v20i1.33461

Abstract

public engagement through Instagram @albasyariyah_official referring to the theory of dialogic communication developed by Michael L. Kent and Maureen Taylor with five measurement indicators; the dialogic loop, the usefulness of information, the generation of return visits, the ease of interface, the rule of conservation of visitors. A quantitative approach with a descriptive survey method was used by taking a sample of 394 out of 25,098 population. The results of the study indicate that the quality of dialogic communication of Pesantren Al-Basyariyah through Instagram in the optimal category with total score of 53,863 in the range of Q2 - Q3. The ease of interface is the indicator with the highest score (80%), and the dialogic loop is the indicator with the lowest score (77%). Theoretically, the research results have implications for the development of dialogic communication theory in the context of social media. Practically, it contributes to improving dialogic communication in organizations, especially for pesantren, through digital media platforms

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