Strategi Content Writer dalam Penyusunan Narasi E-book Paket Umrah Fandiego Tours & Travel melalui Model AIDA

Abstract

Fandiego Tours & Travel selama ini menyampaikan informasi paket umrah melalui poster dan flyer yang bersifat sederhana sehingga calon jamaah harus berulang kali mencari informasi tambahan serta menjadikan proses pelayanan kurang efektif dan efisien. Laporan akhir ini bertujuan menjelaskan prosedur kerja content writer dan mengetahui strategi penyusunan narasi e-book paket umrah melalui model AIDA (Attention, Interest, Desire, dan Action). Proyek dilaksanakan di Fandiego Tours & Travel, Kabupaten Bogor, pada Februari sampai Mei 2026, menggunakan tahapan praproduksi, produksi, dan pascaproduksi mengacu pada teori oleh Millerson dan Owens (2009). Hasil laporan menunjukkan bahwa keempat elemen AIDA diterapkan secara bertahap pada judul, narasi itinerary, narasi persuasif, dan call to action. Selain itu, tahapan interest diterapkan paling dominan dibandingkan elemen AIDA lainnya, karena penyajian informasi rinci mengenai perjalanan ibadah terbukti paling efektif membangun ketertarikan calon jamaah. Laporan akhir ini mengindikasikan bahwa dalam konteks jasa perjalanan religi, transparansi informasi lebih berpengaruh daripada dorongan emosional semata. E-book yang dihasilkan diharapkan dapat meningkatkan efisiensi pelayanan informasi serta memperkuat citra profesional Fandiego Tours & Travel sebagai penyedia jasa perjalanan umrah yang kredibel.

Fandiego Tours & Travel has relied on simple media such as posters and flyer to convey umrah package information, requiring prospective pilgrims to repeatedly seek additional information and resulting in a less effective and eficient service process. This final report aims to explain the content writer’s working procedure and identify the strategy for compiling the umrah package e-book narrative through the AIDA model (Attention, Interest, Desire, and Action). The project was conducted at Fandiego Tours & Travel, Bogor Regency, from February to May 2026, applying preproduction, production, and postproduction stages based on the theory of Millerson and Owens (2009). The results show that the four AIDA elements were applied progressively across the title, itinerary narrative, persuasive narrative, and call to action. Furthermore, the interest stage was applied most dominantly compared to the other AIDA elements, as presentation of detailed information regarding the pilgrimage journey proved most effective in building prospective pilgrims’ interest. This final report indicates that within the context of religious travel services, informational transparency carries greater influence than emotional appeal alone. The resulting e-book is expected to improve information service efficiency and strengthen Fandiego Tours & Travel’s professional image as a credible umrah travel provider.