PENERAPAN MODEL AIDA DALAM PENGELOLAAN KONTEN INSTAGRAM STORIES UNTUK MEMBANGUN BRAND AWARENESS PADA AKUN @AMURABEAUTYCARE

Abstract

Abstract

The development of social media has transformed marketing communication strategies, including efforts to build brand awareness. Instagram Stories has become one of the most effective features because it can deliver messages briefly, interactively, and in real time. This study aims to identify how the AIDA model (Attention, Interest, Desire, Action) is applied in the management of Instagram Stories content on the @amurabeautycare account and how its implementation contributes to increasing brand awareness. This research employs a descriptive qualitative approach through direct observation of the content management process, interviews with the Marketing Manager and supporting staff, active participation in content creation, and documentation of archived content. Data were analyzed using thematic analysis based on the four elements of AIDA and validated through source triangulation. The findings show that the management of Instagram Stories @amurabeautycare has consistently applied the AIDA model. The Attention stage is carried out through structured content planning, consistent visuals, and relevant theme selection. The Interest stage is built through short educational content about skin problems and product benefits. The Desire stage is strengthened through testimonials, before–after visuals, and highlighted hero products. The Action stage is encouraged through call-to-action elements and integrated purchase links in every promotional content. Overall, the application of AIDA in stories content is proven effective in increasing brand awareness and demonstrates that the stories format can function as effectively as feed and reels in digital branding strategies.