EFEKTIVITAS IKLAN TOKO ISTANA SPREI MELALUI MEDIA SOSIAL

The Istana Sprei Shop has been selling products in the form of bed sheets and bed covers since 2011. Almost all of the bed sheet and bed cover products offered are self-produced and the Istana Bed Cover Shop serves orders according to customer wishes. The Istana Bed Sheet Store uses Instagram as a medium to communicate with consumers. From these promotional activities, consumers will go through the stages of Attention, Interest, Desire, and take action. The aim of this research is to find out and analyze the grouping of AIDA stages via Instagram social media among consumers of the Istana Sprei shop. The analysis technique used is non-hierarchical clustering or k-means clustering. From the calculations, 2 clusters were formed. The first cluster consisted of 81 members and was named Peduli AIDA. The second cluster consists of 19 members and is called Don't Care AIDA. Based on these results, it is recommended that Istana Sprei shop pay more attention to the promotions it carries out via Instagram social media so that consumers buy the products being promoted and it is hoped that the Istana Sprei shop will use social media such as Tiktok, Facebook, Telegram or the like so that the marketing reach at the Istana Sprei shop is greater. The area and decline in sales volume of the Istana Sprei store can now be overcome.