Analysis of Digital Communication Strategies of Warkop Angkringan through the AIDDA Approach in Blitar City
DOI:
https://doi.org/10.35457/translitera.v15i1.5688Keywords:
Digital Communication, Social Media, AIDDA, Digital MarketingAbstract
This study aims to analyze the digital communication strategies used by Warkop Angkringan business owners in Blitar City to attract consumers through social media. This study employed a descriptive qualitative method using interviews, observations, and documentation involving five Warkop Angkringan owners actively using Instagram, TikTok, and WhatsApp. Data were analyzed using the AIDDA model (Attention, Interest, Desire, Decision, Action). The findings indicate that digital communication plays an important role in building consumer attention, interest, desire, decision, and action through visual content, digital promotions, and active interaction on social media. Consumers tend to be more attracted to content highlighting experiences and atmosphere rather than conventional promotional content. This study also found challenges related to content management limitations and low understanding of social media algorithms. Interactive digital communication strategies are considered effective in increasing consumer attraction and loyalty.
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Copyright (c) 2026 Indria Guntarayana, Muhammad Halim Fawazi
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