Analisis Penerapan Artificial Intelligence terhadap Efektivitas Social Media Marketing pada Akun Instagram Cuci Sepatu Kelen dengan Pendekatan Model AIDA
DOI:
https://doi.org/10.61132/santri.v1i5.50Keywords:
Social Media Marketing, ChatGPT, Content Strategy, AIDAAbstract
This research aims to examine the application, obstacles and benefits of Artificial Intelligence ChatGPT on the effectiveness of social media marketing using the Attention, Interest, Desire, Action (AIDA) model approach, especially on the Cuci Shoes Kelen Instagram account. The background to this research is the Industrial Revolution 4.0 which has created an era of digital technology with a high number of internet users in Indonesia, even though digital understanding and literacy is still low. This research uses descriptive qualitative methods by collecting data through virtual ethnography and interviews. The research subjects consisted of two owners of "Cuci Shoes Kelen," namely DB and FP, while the research object was the use of Artificial Intelligence ChatGPT in this account. The results of the first research showed that the application of Artificial Intelligence ChatGPT with the AIDA model approach on the Instagram account "Cuci Shoes Kelen" resulted in improvements in all aspects measured. Therefore, the marketing and promotional content produced by ChatGPT can increase the effectiveness of social media marketing. The results of the second research show that there are obstacles in implementing ChatGPT Artificial Intelligence, especially in new users' understanding of the types of questions that should be asked to ChatGPT, and also the limited information in ChatGPT version 3.5. However, benefits include ChatGPT's ability to provide promotional strategy recommendations that comply with AIDA concepts and detailed guidance for their implementation.
Downloads
References
Brown, T. B.-V. (2020). Language models are fewshot learners. Advances in Neural Information Processing Systems.
Chen, Y. W. (2021). AI-generated and creativity and consumer response: The moderating roles of brand familiarity and ad prominence. Journal of Interactive Marketing, 101-113.
Choudhury, A. S. (2022). E-commerce adoption in emerging economies: a systematic review and research agenda. Journal of Business Research, 142, 428-441.
Dharma, B. (2023). Analisis Dampak Search Engine Optimation ( Seo ) Pada E-Commerce Yang. 3(2).
Dwita Virgioni, R. R. (2020, November). Analisis Pengaruh Konsep AIDA (Attention, Interest, Desire, Action) Terhadap Efektifitas Periklanan; Studi Kasus Pada Pt. Tommindo Inti Prima Pangkalpinang. Jurnal Progresif Manajemen Bisnis, 7(2), 83-92.
Firmansyah, M. A. (2020). Komunikasi Pemasaran. Pasuruan: Qiara Media.
Goh, K. Y. (2020). Effects of artificial intelligence (AI) on custome behavior: A review and agenda for future research. Journal of Business Research, 583-600.
Husnurrosyidah. (2019). E-Marketplace UMKM Menghadapi Revolusi Industri 4.0 dalam Perspektif Islam. Jurnal Ekonomi Syariah, 7(2), 224-239.
Imsar, I. H. (2022). The Effectiveness of the Zakat, Infaq and Alms (ZIS) Fund Distribution Program in the Form of Scholarships for Underprivileged Muslim Students by the Amil Zakat Agency National (BAZNAS) Langkat Regency in 2020. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4, 700-707.
Imsar, N. H. (2023). Analysis Of Digital Economic Interactions, Economic Openness, Islamic Human Development Index (I-HDI) And Investment On Indonesia's GDP Growth. Edukasi Islami: Jurnal Pendidikan Islam, 12, 753-772.
Liana, Y. (2021). Pengaruh Social Media Marketing dan Word of Mouth Terhadap Keputusan Pembelian. Bulletin of Management and Business, 2(2), 129-136.
Muhammad Hassan, D. G. (2022). Pengantar Bisnis. Bandung: Media Sains Indonesia.
Newton, J. R. (2022). Instagram as a Special Educator Professional Development Tool: A Guide to teacher-gram. Journal of Special Education Technology, 37(2), 447-452.
OpenAI. (2023). Diambil Juli 21, 2023, dari ChatGPT: https://chat.openai.com/?model=text- davinci-002-render-sha
Pan, X. Z. (2019). An overview of artificial intelligence. Journal of Tsinghua University (Science and Technology), 59(1), 1-12.
Puspitarini, D. S. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi (Studi Deskriptif pada Happy Go Lucky House). Jurnal Common, 3(1), 71-81.
Puspitawati, L. N. (2021). Utilization of Communication Technology for Business. International Journal of Informatics Information System and Computer Engineering, 2(1), 47-54.
Rachmaniar, R. P. (2021). Studi Etnografi Virtual tentang Budaya Mahasiswa dalam Perkuliahan Online di Aplikasi Zoom. Media Komunikasi FPIPS, 20(2), 81.
Rahmani, N. A. (2022). Metodologi Penelitian Kualitatif dan Kuantitatif. Medan: PT Cahaya Rahmat Rahmani.
Raihan Saputra, M. I. (2023). The Impact of Using AI Chat GPT on Marketing Effectiveness: A Case Study on Instagram Marketing. Indonesian Journal of Economics and Management, 3(3), 603–617.
Said, M. (2023, Maret 11). Diskominfo Kota Medan: 82 persen warga Medan melek internet. Diambil Agustus 10, 2023, dari Antara Sumut: https://sumut.antaranews.com/amp/berita/522450/diskominfo-kota-medan-82-persen-warga- medan-melek-internet
Siti Nur Hazizah, M. I. (2022). Peran Media Sosial Instagram Terhadap Minat Berwirausaha Mahasiswa. Jurnal Ilmiah Akuntansi dan Keuangan, 5(4).
Suryani, K. T. (2022). Analisis pengaruh media sosial terhadap keputusan pembelian studi kasus: skincare wardah. Jurnal Ilmu Komputer, Ekonomi dan Manajemen, 2(1), 72-77.
Tittel, E. &. (2021). Artificial Intelligence: Definitions, Applications, and Ethics. Journal of Healthcare Information Management, 35(2), 33-40.
Tri Wardani, N. M. (n.d.). Development Of Digital Marketing Technology To Increase Sales In The Msmes Of The Neera Palm Sugar Palm Oil Business In Perbaungan District Melati Ii Village. Jurnal Ekonomi Syariah Interdisipliner Indonesia (IIJSE), 1687-1702.
