PENERAPAN PENDEKATAN MODEL AIDA PADA KONTEN AKUN INSTAGRAM @LABORECOFFEEEATERY SEBAGAI MEDIA PROMOSI

The growth of Indonesia's food and beverage industry has led some entrepreneurs to choose this venture to compete with the various creations they create. From developing food and beverage menus to designing room layouts with diverse themes to draw in visitors, Labore Coffee Eatery is one of the cafés in Kota Malang that offers a variety of dishes with a good ambience that are not less interesting than the other cafes. To promote its coffee, Labore Coffee Eatery uses new media, one of which is Instagram. This research aims to determine the frequency of the appearance of the AIDA approach model (attention, interest, desire, action) on the content of @laborecoffeeeatery as a promotion medium. This research uses research with a quantitative approach and a descriptive type of research. Based on content or document analysis, this research has the scope of research, namely Instagram content from @laborecoffeeeatery that has been uploaded from January 2023 to February 2023 using categories from AIDA. The data collection technique is documented and analyzed by editing, coding, and tabulating. This research indicates that attention shows 22.2%, aspect B is interest at 53.3%, aspect C is desire at 4.5%, and the last aspect is attention at 20%. The most frequently posted categories on Instagram, @laborecoffeeeatery, are Aspects B, or interest, followed by Aspects A, or attention, then action, and finally, desire. Loads that have the four AIDA categories will be uploaded on February 8 and 10, 2023. Then, for loads that do not have the AIDA category, upload on January 9, 2023, January 11, 2023, or January 25, 2023.