THE ROLE OF AIDA IN AI-ASSISTED PROMOTIONAL CONTENT EFFECTIVENESS ON INSTAGRAM CUTEGRAM.ID
Keywords:
AI-assisted content, instagram marketing, AIDA Model, promotional content effectiveness, online business
Abstract
This study aims to analyze the effect of Artificial Intelligence (AI)-assisted content on promotional content effectiveness at Cutegram.id using the AIDA model (Attention, Interest, Desire, Action). The development of AI technology in digital content creation encourages online businesses to understand how effective such content is in attracting attention and driving meaningful consumer engagement. This research applies a quantitative method, with data collected through questionnaires distributed to followers of Cutegram.id. A total of 94 respondents were selected using purposive sampling. The data were analyzed using statistical tests in JASP to examine the relationship between AI-assisted content and promotional content effectiveness. The findings show that the overall model significantly predicts promotional content effectiveness. Interest, Desire, and Action have positive effects, with Action emerging as the strongest factor, while Attention does not have a significant influence. These results indicate that AI-assisted promotional content is more effective when it builds interest, strengthens desire, and encourages consumer action. This study provides practical implications for digital business owners in designing more effective AI-assisted promotional content that enhances promotional outcomes. Managerially, Cutegram.id should prioritize clear calls to action, simple purchasing processes, responsive communication, and AI-assisted optimization to increase conversions and improve overall promotional content effectiveness.
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Davala, M. R., Amanda, L. S., & Syafitri, F. N. A. (2019). Student Online Shopping Behaviour Through Instagram.
Duong, H. L., & Vo, T. K. O. (2025). How do young users perceive and respond to AI-generated short-form videos? An exploration of Generation Z's perceptions, emotional responses, and trust in AI-created video on social media platforms. International Journal of Human-Computer Studies.
Fatoni. (2025, February). Instagram Juara! Ini Media Sosial Favorit Dunia Tahun 2025. Tagar.Co. https://tagar.co/instagram-juara-ini-media-sosial-favorit-dunia-tahun-2025/
Ganda Suherman, S., Putri Hanifah, A., Putri Maulida, R., Azahra Mahira, P., & Az Zahra, R. (2024). Uji Psikometri Alat Ukur Social Networking Site Self-Efficacy (SNS-SES) Versi Indonesia dengan Menggunakan Confirmatory Factor Analysis (CFA). In Jurnal Psikologi Insight (Vol. 8, Issue 1).
Gavriela, R. (2023). Enrichment: Journal of Management The influence of instagram content on the shopping behavior of women’s clothing products in women’s generation z mediated by consumer network behavior. In Enrichment: Journal of Management (Vol. 13, Issue 3).
Guo, R., & Jiang, Z. (2024). Optimal dynamic advertising policy considering consumer ad fatigue. Decision Support Systems, 187, 114323. https://doi.org/10.1016/j.dss.2024.114323
Godspower, O., & Abigail, E. N. O. (2025). SOCIAL MEDIA AND STUDENTS BUYING BEHAVIOUR. FUDMA JOURNAL OF MANAGEMENT SCIENCES, 6.
Hasanah, N. (2016). ANALISIS EFEKTIVITAS IKLAN ONLINE GO-JEK DI KALANGAN PENGGUNA MEDIA SOSIAL DI KOTA MAKASSAR.
Hilman, E. (2024). This is Your Brain on Social Media: How Social Media Use is Changing our Attention Spans.
Idris, J., & Rahman, S. (2017). Aida Model, Social Media Marketing and Decision to Patronize of Muslim Friendly Hotel. In Journal of Management & Muamalah (Vol. 7, Number 2).
Johar, D., Kumadji, S., & Mawardi, M. (2015). PENGARUH AIDA (ATTENTION, INTEREST, DESIRE, ACTION) TERHADAP EFEKTIFITAS IKLAN ONLINE (Survei pada Pembeli di Toko Online Adorable Project).
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. In PLoS ONE (Vol. 16, Number 4 April). Public Library of Science. https://doi.org/10.1371/journal.pone.0249457
Liu, X. T., & Zhang, Q. (2025). Optimizing Digital Advertising Effectiveness: An Empirical Study Integrating Two-Factor Theory and the AIDA Model. Asia-Pacific Journal of Convergent Research Interchange, 11(1), 121–131. https://doi.org/10.47116/apjcri.2025.01.09
Mentari, A. (2017). PENGARUH KREATIVITAS IKLAN, CITRA MEREK, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN (Studi Kasus pada Konsumen Provider Axis di Yogyakarta).
Nurhidayanti, A., Hapsari, A., & Umam, K. (2020). Efektivitas Promosi Di Media Sosial Pada Keputusan Pembelian Pelanggan Di Gallery DEWDEW Collection Berdasarkan Model AIDA. In Jurnal Ekonomi (Vol. 16, Number 1).
Perkasa, L. D. K. P., Ayuni, N. R. L., & Hermawan, H. (2025). Efektivitas Pembuatan Konten Promosi dengan Bantuan Artificial Intelligence (AI) dalam Promosi Produk Temulawak Instan (Studi Kasus di CV Timoer Sentosa). Jurnal Ilmu-Ilmu Pertanian, 32(1), 37–46. https://doi.org/10.55259/jiip.v32i1.286
Pertiwi, S. N., Pardian, P., Trimo, L., & Sadeli, A. H. (2021). ADVERTISING EFFECTIVENESS IN SOCIAL MEDIA INSTAGRAM KOJAMA SHOP WITH AIDA MODEL APPROACH (Vol. 7, Number 1).
Putri, R. (2023). EFEKTIVITAS PROMOSI PADA PERPUSTAKAAN UNIVERSITAS MERDEKA MALANG MENGGUNAKAN MODEL AIDA (ATTENTION, INTEREST, DESIRE, ACTION).
Putri, S. S. A., & Rakhma, M. T. (2026). DIGITAL MARKETING STRATEGIES FOR GENERATION Z: AN AIDA-BASED CASE STUDY OF CHATIME INDONESIA. Jurnal Spektrum Komunikasi (JSK), (14), 89–104. http://spektrum.stikosa-aws.ac.id/index.php/spektrum|E:spektrum@stikosa-aws.ac.id
Rasyid, M. N., Nasrullah, & Sumarni. (2021). PENGARUH STRATEGI PEMASARAN ONLINE TERHADAP MINAT BELI KONSUMEN DI KOTA MAKASSAR (STUDI KASUS TOKO RAMADHAN STATIONERY).
Salsabilla, Z., Setianingsih, W., & Dewi, I. (2023). EFEKTIFITAS PEMASARAN MELALUI INSTAGRAM TERHADAP PENINGKATAN JUMLAH NASABAH PADA PT BANK SYARIAH INDONESIA KC JEMBER. www.gramedia.com
Samuel, S. (2021). PENGARUH ATTENTION, INTEREST, DESIRE, ACTION (AIDA) TERHADAP EFEKTIVITAS IKLAN SPOTIFY. Journal of Accounting and Business Studies, 6(2).
Sandy, L., & Veri, J. (2025). Systematic Literature Review Peran Kecerdasan Buatan dalam Strategi Marketing. JEKIN - Jurnal Teknik Informatika, 5(1), 193–203. https://doi.org/10.58794/jekin.v5i1.1066
Saputra, R., Nasution, M. I. P., & Dharma, B. (2023). The Impact of Using AI Chat GPT on Marketing Effectiveness: A Case Study on Instagram Marketing. Indonesian Journal of Economics and Management, 3(3), 603–617. https://doi.org/10.35313/ijem.v3i3.4936
Saryadi, Listyorini, P., Arini, L., & Pattinama, A. (2025). Uji Validitas dan Reliabilitas Pengukuran Kepuasan Pengguna RME dengan Metode EUCS. JURNAL RISET RUMPUN ILMU KESEHATAN, 4(2), 44–59. https://doi.org/10.55606/jurrikes.v4i2.5255
Setiawan, A. (2024). PENGARUH AIDA (ATTENTION-INTEREST-DESIRE-ACTION) PADA EFEKTIVITAS IKLAN ONLINE: STUDI PADA BRAND FESYEN RUCAS.
Siddiqui, A. A., & Ali, Prof. Saiyed. W. (2025). Engaging Genders Differently: The Role of Emotion and Utility in Social Media Consumption. Journal of Marketing & Social Research.
Sukmana, E. A. (2025). STRATEGI PEMASARAN DIGITAL BERBASIS INFLUENCER MARKETING DALAM MENINGKATKAN BRAND ENGAGEMENT DI KALANGAN GENERASI Z.
Tanjung, B. N., Elfrianto, & Nasution, M. A. (2025). Strategi Digital Marketing Yang Efektif Untuk Menarik Minat Konsumen Generasi Z. In ECONOBIS: Journal of Economics (Vol. 1, Issue 1).
Tristanto, T., Hurriyati, R., Dirgantari, P., & Elyusufi, A. (2021). AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). https://doi.org/10.33258/birci.v4i4.3319
Tsani, K. I., Aly, M., Garini, S. A., Putri, N. A., Yuwinanto, H. P., & Mutia, F. (2025). Dampak Scroll Culture terhadap Daya Konsentrasi Generasi Z: Tinjauan Literatur Psikologi dan Media Digital. Jurnal Penelitian Inovatif, 5(4), 2723–2730. https://doi.org/10.54082/jupin.1673
Utari, R., Arifudin, & Yulida, R. (2023). The Influence of Brand Image and Social Media Instagram on Consumer Buying Interest. Jurnal Ekonomi & Bisnis JAGADITHA, 10(1), 37–46. https://doi.org/10.22225/jj.10.1.2023.37-46
Virgioni, D., Manullang, R., & Panjaitan, F. (2020). ANALISIS PENGARUH KONSEP AIDA (ATTENTION, INTEREST, DESIRE, ACTION) TERHADAP EFEKTIFITAS PERIKLANAN; STUDI KASUS PADA PT. TOMMINDO INTI PRIMA PANGKALPINANG.
Wigunawati, E., Deliviana, E. E., Lase, F. J., & Jovani, A. (2022). Penyusunan skala penyesuaian diri perempuan pekerja (SPDPP). Jurnal Inada: Kajian Perempuan Indonesia di Daerah Tertinggal, Terdepan, dan Terluar, 5(1), 1-15
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Published
2026-06-30
How to Cite
Tiffany, T., & Dewi, Y. (2026). THE ROLE OF AIDA IN AI-ASSISTED PROMOTIONAL CONTENT EFFECTIVENESS ON INSTAGRAM CUTEGRAM.ID. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 673-700. https://doi.org/10.31955/mea.v10i2.7552
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Articles
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