Peran Model AIDA dalam Memediasi Pengaruh Content Quality terhadap Purchase Intent Konsumen UMKM Digital di Kabupaten Pamekasan
Article Sidebar
Main Article Content
Abstract
The increasing adoption of digital marketing among MSMEs has intensified competition in attracting consumer attention within social media environments. However, high exposure to digital content does not always generate purchase intent because consumers require psychological engagement before forming buying intentions. This study aims to analyze the role of the AIDA model as a psychological mechanism mediating the relationship between content quality and purchase intent among digital MSME consumers in Kabupaten Pamekasan. The research employed a quantitative explanatory approach through a survey of consumers exposed to MSME digital marketing content. Data were collected using purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that content quality positively and significantly influences the AIDA process, while AIDA significantly affects purchase intent. Furthermore, AIDA was proven to mediate the relationship between content quality and purchase intent, indicating that consumers do not directly develop purchase intentions solely through content exposure. Instead, consumers undergo gradual psychological processes involving attention, interest, desire, and action before forming buying intentions. This study strengthens the Hierarchy of Effects Theory by repositioning AIDA as a latent psychological mechanism within digital consumer behavior and provides strategic implications for developing psychologically engaging digital marketing communication for MSMEs.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Amir Furqon, M., Kustiani, L., & Supanto, F. (2024). Increasing Culinary Companies’ Empowerment Through Human Capital, Social Capital, Generation Z, and Social Media as an Intervening. KnE Social Sciences. https://doi.org/10.18502/kss.v9i29.17233
Araujo, T., Neijens, P., & Vliegenthart, R. (2020). What motivates consumers to re-share branded content on social media: The role of informational, emotional, and relational value. Journal of Advertising Research, 60(1), 79–93. https://doi.org/10.2501/JAR-2019-030
Bag, S., Pretorius, J. H. C., Gupta, S., & Dwivedi, Y. K. (2021). Role of institutional pressures and resources in the adoption of big data analytics powered artificial intelligence, sustainable manufacturing practices and circular economy capabilities. Technological Forecasting and Social Change, 163, 120420. https://doi.org/10.1016/j.techfore.2020.120420
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145. https://doi.org/10.1509/jm.15.0419
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The interplay of what, when, and where. Marketing Science, 34(5), 669–688. https://doi.org/10.1287/mksc.2015.0930
Davenport, T. H., & Beck, J. C. (2001). The attention economy: Understanding the new currency of business. Harvard Business School Press.
Fadali Rahman, Aditya Iskandar Syah, aisyah, A. S., ayu, A. M., & subhan, subhan. (2026). Investment Policy Analysis Between Generation Z and Millennial Generation. Journal of Artificial Intelligence and Engineering Applications (JAIEA), 5(2), 2386–2390. https://doi.org/10.59934/jaiea.v5i2.1847
Fill, C., & Turnbull, S. (2019). Marketing communications: Discovery, creation and conversations (8th ed.). Pearson Education.
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.
Hollebeek, L. D., Clark, M. K., Andreassen, T. W., Sigurdsson, V., & Smith, D. (2020). Virtual reality through the customer journey: Framework and propositions. Journal of Retailing and Consumer Services, 55, 102056. https://doi.org/10.1016/j.jretconser.2020.102056
Kang, J. Y. M. (2022). The role of AIDA model in digital marketing communication and online consumer behavior. Journal of Interactive Advertising, 22(3), 210–224. https://doi.org/10.1080/15252019.2022.2035678
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Kotler, Philip., & Armstrong, Gary. (2018). Principles of marketing. Pearson Higher Education.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Moh. Amir Furqon, & Wahyu Maulana. (2023). Manajemen Pengelolaan Pakan Ternak dalam Usaha Penggemukan Guna Meningkatkan Nilai Jual Ternak di Desa Laden Pamekasan. Jurnal Abdimas Mahakam, 7(02), 211–218. https://doi.org/10.24903/jam.v7i02.2309
OECD. (2021). The digital transformation of SMEs. OECD Publishing. https://doi.org/10.1787/bdb9256a-en
Saunders, M., Lewis, P., & Thornhill, A. (2020). Research methods for business students (8th ed.). Pearson Education.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Song, H., Kim, J., & Park, M. (2021). Applying the AIDA model to social media advertising effectiveness in digital consumer behavior. Sustainability, 13(6), 3221. https://doi.org/10.3390/su13063221
Strong, E. K. (1925). Theories of selling. Journal of Applied Psychology, 9(1), 75–86. https://doi.org/10.1037/h0070365
Wang, Y., & Hu, Z. (2025). Content quality and consumer trust in digital marketing communication: The mediating role of engagement. Journal of Interactive Marketing, 69, 45–59. https://doi.org/10.1016/j.intmar.2024.09.003
Waqas Iqbal, M., & Ansar, A. (2025). Consumer purchase intention in digital commerce: The role of psychological engagement and online interaction. Journal of Retailing and Consumer Services, 84, 104318. https://doi.org/10.1016/j.jretconser.2025.104318
Zhang, Y., Lin, C., Zhang, D., & Choi, Y. (2017). Motivation, strategy, and English as a foreign language vocabulary learning: A structural equation modelling study. British Journal of Educational Psychology, 87(1), 57–74. https://doi.org/10.1111/bjep.12135