Analisis Strategi Konten Storytelling Tiktok Amura BeautyCare berdasarkan Implementasi Teori AIDDA

Abstract

ABSTRAK VANIA JULIANA. “Analisis Strategi Konten Storytelling Amura Beauty Care berdasarkan Implementasi Teori AIDDA (Analysis of TikTok Storytelling Content Strategy of Amura Beauty Care Based on the Implementation of AIDDA Theory). Dibimbing oleh AMIRUDDIN SALEH. Penelitian ini bertujuan untuk menganalisis implementasi tahapan Attention, Interest, Desire, Decision, dan Action (AIDDA) dalam konten storytelling pada akun TikTok @amurabeautycare, serta menganalisis pola strategi konten storytelling yang terbentuk dari implementasi tahapan tersebut. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan paradigma interpretatif dan metode studi kasus. Data diperoleh melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan teori AIDDA sebagai kerangka analisis. Hasil penelitian menunjukkan bahwa implementasi teori AIDDA diterapkan secara konsisten dalam konten storytelling TikTok Amura Beauty Care. Analisis terhadap implementasi tersebut menunjukkan pola strategi konten storytelling yang memadukan storytelling berbasis pengalaman audiens, pola problem–solution–result, soft selling, dan emotional trigger, sehingga penyampaian pesan menjadi lebih persuasif dan relevan dalam mendukung komunikasi pemasaran digital Amura Beauty Care. Kata Kunci: aidda, komunikasi pemasaran digital, konten storytelling, strategi komunikasi, tiktok. ABSTRACT VANIA JULIANA. Analysis of TikTok Storytelling Content Strategy of Amura Beauty Care Based on the Implementation of AIDDA Theory. Supervised by AMIRUDDIN SALEH. This study aims to analyze the implementation of the Attention, Interest, Desire, Decision, and Action (AIDDA) stages in the storytelling content published on the TikTok account @amurabeautycare, as well as to identify the storytelling content strategy patterns formed through the implementation of these stages. This study employed a qualitative descriptive approach with an interpretive paradigm and a case study method. Data were collected through observation, in-depth interviews, and documentation, and were analyzed using the AIDDA theory as the analytical framework. The results indicate that the implementation of the AIDDA theory has been consistently applied in the storytelling content of Amura Beauty Care's TikTok account. The analysis reveals a storytelling content strategy that combines audience experience-based storytelling, the problem–solution–result pattern, soft selling, and emotional triggers, resulting in more persuasive and relevant message delivery to support Amura Beauty Care's digital marketing communication. Keywords: aidda, communication strategy, digital marketing communications, storytelling content, tiktok.