Analisis Penerapan Model AIDA dalam Komunikasi Pemasaran Produk Scarlett melalui Akun TikTok (Studi Pada Akun Official @Scarlett_Whitening)

This study examines the implementation of product marketing communication for Scarlett on social media, focusing on the official account @Scarlett_Whitening. The main objective is to understand how promotional content can enhance brand awareness and influence consumer purchase interest. The study adopts a content analysis approach using the AIDA model (Attention, Interest, Desire, Action) to evaluate the effectiveness of various types of content published over a three-month period—July, August, and September 2024. Through this approach, the research explores how visual and interactive elements in TikTok content contribute to user appeal and engagement. The findings reveal that interactive content, such as challenges, review videos, and user testimonials, generates greater appeal compared to static or purely informative content. Visually engaging content featuring bright colors and well-matched music also proves effective in fostering consumer interest and desire to try Scarlett products. These findings offer valuable insights for brands in designing more effective digital marketing strategies, particularly on rapidly evolving platforms like TikTok, which has become a vital promotional tool across various product categories.