Strategi Komunikasi Pemasaran Plaza Begawan Dalam Menarik Minat Pengunjung

The following research analyzes the marketing communication strategy of Plaza Begawan in enhancing visitor interest by focusing on the implementation of the AIDA Model (Attention, Interest, Desire, action). The research method used is qualitative descriptive, with the primary data obtained by interviewing Plaza Begawan’s marketing staff. As a result, the study indicates that Plaza Begawan adopts a coordinated marketing communication strategy and focuses on commercial area sales alongside remarkable facilities. Through the AIDA Model, Plaza Begawan has successfully captured visitors’ interest with the uniqueness of the building and is disability-friendly, creates desire through community activities and public events, builds desire through appropriate segmentation, and encourages actions through promotion and social media interactions. The implication of this research provides a deep understanding of the importance of integrated and relevant communicating marketing strategies to retain visitor interest in the retail industry.