PURCHASING DECISION AUDIENS TIKTOK SERIES DALAM MEDIA EDUKASI (Analisis Model AIDA Pada Akun TikTok @ayomsattt)

Ayesa Vastya Hubbi, NIM.: 17107030145 (2024) PURCHASING DECISION AUDIENS TIKTOK SERIES DALAM MEDIA EDUKASI (Analisis Model AIDA Pada Akun TikTok @ayomsattt). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Graphic design education is an effort to improve the convenience of delivering messages through visual media on a day-to-day basis. In this context, TikTok as a social media becoming an educational tool, especially on the account @ayomsattt utilizes the TikTok series feature to educate graphic design materials. The purpose of this research is to understand how is the purchasing decision process happening in the context of education media, with the use of AIDA theory and descriptive qualitative research method. The data was collected through a series of interviews, observations, and documentation. The result of this research shows that audiences interested in purchasing TikTok series with educational content because of the relevance with their jobs. The way the message delivered with easy-to-understand language, appealing visuals, and with the presence of tutorials, helps to increase the audience’s interest. However, not all of his audiences interested in purchasing the series because of the irrelevance aspect of this series with their need, or they are already satisfied with what’s available on the regular content. With that, even with the usage of AIDA models for this education media on @ayomsattt’s account, doesn’t guarantee that all of the audiences will make the purchasing decisions.

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