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      "abstract": "Penelitian ini bertujuan untuk menganalisis implementasi formula AIDA (Attention,\r\nInterest, Desire, Action) dalam copywriting Instagram akun @drwskincareshop\r\nserta perannya dalam membangun brand awareness DRW Skincare. Penelitian ini\r\nmenggunakan pendekatan kualitatif dengan metode deskriptif melalui wawancara\r\nmendalam dan observasi konten Instagram, dengan uji keabsahan data\r\nmenggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa penerapan\r\nformula AIDA telah berjalan pada tahap attention dan interest melalui konten\r\nedukatif dan gaya bahasa komunikatif, namun belum konsisten pada tahap desire\r\ndan action. Ketidakkonsistenan tersebut terlihat pada penggunaan storytelling yang\r\nbelum optimal dalam mengangkat pengalaman audiens serta pada call-to-action\r\nyang belum secara konsisten memanfaatkan hashtag untuk mendorong keterlibatan.\r\nKondisi ini berdampak pada interaksi audiens, khususnya komentar diskusi, saves,\r\ndan shares, yang berperan dalam pembentukan brand awareness. Penelitian ini\r\nmenegaskan bahwa copywriting berbasis AIDA berperan strategis dalam\r\nkomunikasi pemasaran digital, namun memerlukan konsistensi struktur pesan agar\r\nlebih efektif dalam membangun brand awareness.",
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