Analysis of Digital Marketing Process: New Media on Product Purchase Decisions by.U through AIDA Hierarchy Of Effect (Attention, Intention, Desire, and Action) in the Digital Telecommunication Market Marissa Puspa Dewi, Ratih Hurriyati, Hilda Monoarfa
Postgraduate School of Universitas Pendidikan Indonesia
Abstract
Marketing activities that shift from the real world to the virtual world are the impetus of the fast development of the internet and consumer behavior which is increasingly based on sophisticated devices. The purpose of this research is to find out how the digital marketing process: new media analysis on purchasing decisions by.U Telkomsel is reviewed using the AIDA hierarchy of effect theory (Attention, Intention, Desire, Action). This type of research is descriptive verification. The results obtained from this study are that the digital marketing process: new media carried out by by.U Telkomsel for promotion in order to influence consumer decisions to buy is less effective as evidenced by the calculation results through the AIDA model of 0.1%. When viewed from the measurement of each AIDA dimension, it shows that each dimension has less effectiveness.
Keywords: Digital Marketing, New Media, Hierarchy of Effect AIDA
