Pengaruh Paparan Video Edukasi Pencegahan Pinjaman Online terhadap AIDA (Attention, Interest, Desire, dan Action)

Abstract

Munculnya pinjaman online memiliki dampak yang merugikan masyarakat, hal ini disebabkan oleh kurangnya pengetahuan mengenai pinjaman online. Oleh karena itu, diperlukan edukasi pencegahan pinjaman online yang dibagikan dalam bentuk video melalui TikTok dan diukur oleh pendekatan AIDA (Attention, Interest, Desire, dan Action). Tujuan penelitian ini adalah menganalisis efektivitas video pencegahan pinjaman online menggunakan Consumer Response Indeks (CRI); menganalisis pengaruh paparan video edukasi terhadap komponen AIDA; menganalisis perbedaan indeks AIDA; dan menganalisis pengaruh antara komponen AIDA. Pendekatan penelitian yang digunakan adalah pre-eksperimental (one group after only design). Sebanyak 150 responden terlibat dalam penelitian menggunakan teknik purposive sampling. Analisis data yang digunakan adalah statistic deskriptif dan inferensia, perhitungan Consumer Response Indeks (CRI), dan analisis SEM. Hasil penelitian menunjukkan bahwa video edukasi yang diberikan untuk keseluruhan responden dikatakan efektif berdasarkan hasil CRI yaitu sebesar 81,7 persen. Dalam penelitian juga menunjukkan tidak ada perbedaan yang signifikan mengenai indeks AIDA berdasarkan riwayat meminjam responden dan terdapat pengaruh yang signifikan antara komponen AIDA. Selain itu, terdapat pengaruh paparan video terhadap attention dan interest. Namun, tidak berpengaruh pada desire dan action. Terdapat pengaruh kausal antar komponen AIDA (Attention, Interest, Desire, dan Action). Oleh karena itu, saran dalam penelitian ini untuk meningkatkan video edukasi agar lebih efektif dan mempengaruhi tindakan konsumen.

The emergence of online loans has a detrimental impact on society, this is due to the lack of knowledge about online loans. Therefore, online loan prevention education is needed which is shared in the form of videos through TikTok and measured by the AIDA (Attention, Interest, Desire, and Action) approach. The objectives of this study are to analyze the effectiveness of online loan prevention videos using the Consumer Response Index (CRI); analyze the effect of exposure to educational videos on AIDA components; analyze differences in the AIDA index; and analyze the influence between AIDA components. The research approach used was pre-experimental (one group after only design). A total of 150 respondents were involved in the study using purposive sampling technique. The data analysis used was descriptive and inferential statistics, Consumer Response Index (CRI) calculation, and SEM analysis. The results showed that the educational video provided for all respondents was effective based on the CRI results which amounted to 81.7 percent. The study also showed that there was no significant difference in the AIDA index based on the respondents' borrowing history and there was a significant influence between the AIDA components. In addition, there is an effect of video exposure on attention and interest. However, there is no effect on desire and action. There is a causal influence between the components of AIDA (Attention, Interest, Desire, and Action). Therefore, the suggestion in this study is to improve educational videos to be more effective and influence consumer action.