PENGARUH MODEL AIDA PADA IKLAN MEDIA SOSIAL INSTAGRAM TERHADAP MINAT MENABUNG DI BANK SYARIAH INDONESIA (STUDI KASUS SANTRI GENERASI Z DI YOGYAKARTA)

Nazila Alaina Isna Karimah, NIM.: 22108020105 (2026) PENGARUH MODEL AIDA PADA IKLAN MEDIA SOSIAL INSTAGRAM TERHADAP MINAT MENABUNG DI BANK SYARIAH INDONESIA (STUDI KASUS SANTRI GENERASI Z DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence Attention, Interest, Desire, And Action (AIDA) on Instagram social media advertisements on Savings Interest of Generation Z students at Bank Syariah Indonesia (BSI) Yogyakarta. The background of this research is based on the phenomenon of digitalization of Islamic banking which seeks to reach the student segment as digital natives through visual platforms. The research method used is quantitative with an associative approach. Data were collected through questionnaires distributed to students in Yogyakarta using a purposive sampling technique. Data analysis was conducted using multiple linear regression tests to test the influence partially (t-test) and simultaneously (F-test). The results of the study indicate that partially, the variable Attention (p=0.134) and Interest (p=0.137) did not have a significant effect on interest in saving, which indicates that visual appeal and initial interest are passive among students. However, the variable Desire (p=0.000) and Action (p=0.000) has a positive and significant influence, proving that the desire for sharia values and ease of technical access are the main drivers of behavioral interest. Simultaneously, all four variables have a significant influence with a contribution value (R2) of 69.3%. The conclusion of this study confirms that BSI's marketing strategy on Instagram is effective if it can transform visual attention into emotional desire and provide an easy digital path to action for the Islamic boarding school ecosystem.

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