Strategi Penyusunan Konten E-Book Interaktif sebagai Media Promosi Paket Umrah Fandiego Travel melalui Pendekatan AIDA

Abstract

Penyampaian informasi paket umrah di Fandiego Tours & Travel masih dilakukan secara manual melalui komunikasi personal sales, sehingga berpotensi menimbulkan inkonsistensi pesan dan memperlambat proses konversi calon jamaah. Proyek ini bertujuan menjelaskan peran content strategist dan strategi penyusunan konten e-book interaktif sebagai media promosi paket umrah melalui pendekatan AIDA (Attention, Interest, Desire, Action). Data dikumpulkan melalui partisipasi aktif, wawancara dengan sales, studi literatur, dan dokumentasi, kemudian diolah melalui tahapan praproduksi, produksi, dan pascaproduksi. Hasil proyek berupa e-book interaktif berbasis flipbook Heyzine yang terdiri atas lima belas halaman utama. Tahap attention diterapkan melalui sampul dan identitas perusahaan untuk menarik perhatian dan membangun kredibilitas. Interest diwujudkan melalui informasi paket, perlengkapan, maskapai, dan akomodasi untuk membangun ketertarikan. Desire dibangun melalui daftar persiapan dan testimoni jamaah untuk memperkuat keyakinan. Action diterapkan melalui alur pendaftaran, FAQ, dan QR code untuk mendorong tindakan pendaftaran calon jamaah. Struktur konten yang disusun bertahap ini terbukti mengarahkan calon jamaah dari perhatian awal hingga tindakan pendaftaran secara lebih sistematis dan efektif.

Information on umrah packages at Fandiego Tours & Travel is still delivered manually through personal communication by sales staff, which risks inconsistent messaging and slows the conversion of prospective pilgrims. This project aims to describe the role of a content strategist and the content development strategy for an interactive e-book as a promotional medium for umrah packages through the AIDA approach (Attention, Interest, Desire, Action). Data were collected through active participation, interviews with sales staff, literature review, and documentation, then processed through pre-production, production, and post-production stages. The project resulted in a Heyzine-based flipbook interactive e-book consisting of fifteen main pages. The attention stage was implemented through the cover and company identity to draw interest and build credibility. Interest was built through package, equipment, airline, and accommodation information. Desire was strengthened through preparation checklists and pilgrim testimonials. Action was applied through the registration flow, FAQ, and QR code to encourage prospective pilgrims to register. This staged content structure proved effective in guiding prospective pilgrims from initial attention to registration in a more systematic and effective manner.