PERAN EVENT MALANG BEAUTY PARTY SEBAGAI STRATEGI KOMUNIKASI DALAM MENDORONG KEPUTUSAN PEMBELIAN (Studi Deskriptif Pada Mahasiswa Universitas Muhammadiyah Malang)

This research is motivated by the rise of the beauty event phenomenon in Indonesia, one of which is the Malang Beauty Party, a communication strategy from the collaboration of Mitufaya and the Communication Science Practitioner of the University of Muhammadiyah Malang. This study aims to identify and analyze the experiences and perceptions of Communication students of the 2020 batch of the University of Muhammadiyah Malang in the Malang Beauty Party event that drives purchasing decisions. The researcher's problem focuses on how the Malang Beauty Party Event Plays a Role as a Communication Strategy in driving purchasing decisions. The target of this research is active Communication Science students of the 2020 batch who attended the Malang Beauty Party.

This study uses a descriptive type with a Descriptive study using a Descriptive study research type. Data were collected through interviews with 6 subjects selected with certain criteria, namely active Communication Science students of Class of 2020 who visited the Malang Beauty Party, students who are interested in the world of beauty, Have social media accounts and are active users, Buy or participate in activities at the Malang Beauty Party. Data analysis was carried out using the AIDA theory from E. St. Elmo Lewis with 4 stages, namely, Attention, Interest, Desire and Action.

The results of this study indicate that from the four stages of AIDA to analyze how the communication strategy implemented through the Malang Beauty Party event is effective in attracting the attention of the audience and psychologically encouraging them to make a purchase decision. Communication Science students class of 2020, University of Muhammadiyah Malang. The AIDA theory helps in identifying how the stages of marketing communication that occur during an event can attract attention (Attention), arouse interest (Interest), create desire (Desire) and ultimately encourage purchasing actions (Action) from the audience involved. In addition, Malang Beauty Party is able to increase conversions from mere interest to real purchases by creating experiences to interactions.