<mets:mets OBJID="eprint_32539" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-14T14:10:42Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32539_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>IMPLEMENTASI FORMULA AIDA DALAM COPYWRITING&#13;
INSTAGRAM @DRWSKINCARESHOP SEBAGAI UPAYA&#13;
MEMBANGUN BRAND AWARENESS</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Yassar Ibni</mods:namePart><mods:namePart type="family">Maulana</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini bertujuan untuk menganalisis implementasi formula AIDA (Attention,&#13;
Interest, Desire, Action) dalam copywriting Instagram akun @drwskincareshop&#13;
serta perannya dalam membangun brand awareness DRW Skincare. Penelitian ini&#13;
menggunakan pendekatan kualitatif dengan metode deskriptif melalui wawancara&#13;
mendalam dan observasi konten Instagram, dengan uji keabsahan data&#13;
menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa penerapan&#13;
formula AIDA telah berjalan pada tahap attention dan interest melalui konten&#13;
edukatif dan gaya bahasa komunikatif, namun belum konsisten pada tahap desire&#13;
dan action. Ketidakkonsistenan tersebut terlihat pada penggunaan storytelling yang&#13;
belum optimal dalam mengangkat pengalaman audiens serta pada call-to-action&#13;
yang belum secara konsisten memanfaatkan hashtag untuk mendorong keterlibatan.&#13;
Kondisi ini berdampak pada interaksi audiens, khususnya komentar diskusi, saves,&#13;
dan shares, yang berperan dalam pembentukan brand awareness. Penelitian ini&#13;
menegaskan bahwa copywriting berbasis AIDA berperan strategis dalam&#13;
komunikasi pemasaran digital, namun memerlukan konsistensi struktur pesan agar&#13;
lebih efektif dalam membangun brand awareness.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-02-20</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32539"><mets:rightsMD ID="rights_eprint_32539_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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