IMPLEMENTASI MODEL AIDA DALAM PERANCANGAN KONTEN E-GUIDEBOOK PADA PROGRAM AFFILIATE REGLOW

Abstract

Program Affiliate merupakan salah satu strategi komunikasi pemasaran digital yang banyak dimanfaatkan oleh perusahaan untuk memperluas jangkauan promosi melalui affiliator. Sebagai program yang masih baru, Program Affiliate Reglow memerlukan media informasi yang mampu menjelaskan mekanisme, manfaat, dan prosedur program secara jelas serta menarik bagi calon affiliator. Proyek akhir ini bertujuan merancang konten e-guidebook Program Affiliate Reglow dengan mengimplementasikan model Attention, Interest, Desire, Action (AIDA) sebagai landasan penyusunan komunikasi pemasaran. Pelaksanaan proyek dilakukan di PT Sinergi Ayu Semesta (Reglow) selama Maret–Mei 2026 melalui tahapan pra-produksi, produksi, dan pascaproduksi. Pengumpulan data dilakukan menggunakan observasi, diskusi dengan tim Community Specialist Reglow, serta studi pustaka. Perancangan konten diawali dengan analisis kebutuhan affiliator, identifikasi target audiens, penyusunan konsep konten, pencarian referensi visual, hingga proses desain menggunakan Canva Pro. Model Attention, Interest, Desire, dan Action (AIDA) diimplementasikan pada setiap tahapan penyusunan isi konten dan perancangan desain visual e-guidebook, mulai dari penggunaan cover dan elemen visual yang menarik perhatian (attention), penyajian informasi yang sistematis untuk membangun minat (interest), penonjolan manfaat program melalui konten dan visual yang persuasif untuk menumbuhkan keinginan (desire), hingga penyertaan call to action yang jelas untuk mendorong calon affiliator melakukan pendaftaran (action). Luaran proyek berupa e-guidebook Program Affiliate Reglow yang telah disetujui oleh mitra dan didistribusikan melalui komunitas Telegram sebagai media informasi digital bagi calon affiliator. Hasil implementasi tersebut menghasilkan e-guidebook yang mampu membantu mitra menyampaikan informasi secara terstruktur, menarik, dan persuasif sehingga mendukung komunikasi pemasaran digital Program Affiliate Reglow.

Kata Kunci : Affiliate Marketing, E-guidebook, Media Informasi Digital, Reglow Skincare

Affiliate programs have become one of the most widely used digital marketing communication strategies for expanding promotional reach through affiliates. As a newly established program, the Reglow Affiliate Program requires an information medium that can clearly and attractively explain its mechanisms, benefits, and procedures to prospective affiliates. This final project aimed to design the content of the Reglow Affiliate Program e-guidebook by implementing the Attention, Interest, Desire, and Action (AIDA) model as the foundation of its marketing communication strategy. The project was carried out at PT Sinergi Ayu Semesta (Reglow) from March to May 2026 through three stages: pre-production, production, and post-production. Data were collected through observation, discussions with the Reglow Community Specialist team, and a literature review. The content development process began with an analysis of affiliate needs, identification of the target audience, content planning, exploration of visual references, and the design process using Canva Pro. The Attention, Interest, Desire, and Action (AIDA) model was implemented throughout both the content development and visual design of the e-guidebook, including the use of an attention-grabbing cover and visual elements (attention), the systematic presentation of program information to build interest (interest), persuasive content and visuals highlighting the program's benefits to stimulate desire (desire), and a clear call to action encouraging prospective affiliates to register (action). The project resulted in an e-guidebook for the Reglow Affiliate Program that was approved by the company and distributed through the Reglow Telegram community as a digital information medium for prospective affiliates. The implementation of the AIDA model produced an e-guidebook that enables the company to deliver information in a structured, engaging, and persuasive manner, thereby supporting the digital marketing communication of the Reglow Affiliate Program.

Keywords: Affiliate Marketing, Digital Information Media, E-guidebook, Reglow Skincare