IMPLEMENTASI AIDA PADA KONTEN INSTAGRAM HANASUI DALAM MEMBANGUN MINAT BELI KONSUMEN (Studi pada Akun Instagram @officialhanasui Periode November 2023 - Januari 2024)

This study aims to analyze the implementation of the AIDA (Attention, Interest, Desire, Action) strategy on Hanasui's Instagram content in shaping consumer purchasing interest. The method used is qualitative content analysis through observation of posts from November 2023 to January 2024. The results show that consumer attention is attracted through attractive visuals and aesthetic consistency; interest is built through product descriptions, testimonials, and influencers; desire is increased by promotions, reviews, and brand ambassadors; while action is directed through calls-to-action and purchase links. In conclusion, the AIDA strategy is effective in increasing consumer purchasing interest. This study recommends further study regarding its long-term impact on loyalty and sales conversion.