ANALYSIS EFFECTIVENESS OF “KOPI LAIN HATI” PROMOTION THROUGH INSTAGRAM SOCIAL MEDIA (AIDA MODEL APPROACH)

Abstract

The rapid development of digital marketing has encouraged many beverage brands in Indonesia to rely on social media platforms, particularly Instagram, as a promotional medium. Kopi Lain Hati is one of the local brands that actively uses Instagram to share promotional content; however, the effectiveness of these efforts has not been widely evaluated using structured communication models. This study aims to analyze the effectiveness of Kopi Lain Hati’s promotional content on Instagram using the AIDA model, which includes the dimensions of Attention, Interest, Desire, and Action. A quantitative descriptive approach was used, with data collected through an online questionnaire distributed to 120 respondents in the Jabodetabek area. Respondents were required to be active Instagram users, followers of @kopilainhati, and individuals who had seen the brand’s promotional content. Data were analyzed using descriptive statistics and mean scoring with SPSS version 25. The findings show that the Instagram promotion of Kopi Lain Hati is generally effective, with the highest mean values found in the Interest and Desire dimensions. This indicates that the content successfully conveys clear messages, highlights product advantages, and stimulates consumer interest and purchase intention. Meanwhile, the lower scores in Attention and Action suggest that improvements are needed in visual appeal and call-to-action strategies. Overall, this study provides valuable insights into how Instagram promotions influence consumer behavior and reinforces the relevance of the AIDA model in digital marketing research