| dc.description.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. | |
