Efektivitas Pemasaran Online UMKM Keripik Pisang Nabilla Menggunakan Metode Aida Di Desa Manunggal Daya, Sebulu, Kutai Kartanegara
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Abstract
The Nabilla banana chips MSME utilized social media to market its products online. However, the Nabilla banana chips MSME still experienced problems related to stagnant sales levels. This research was conducted to determine the level of effectiveness of the online marketing implemented by the Nabilla banana chips MSME using the AIDA method to categorize the psychological stages of consumers toward marketing activities. Data were collected through questionnaires distributed to 100 untrained respondents. Furthermore, multiple linear regression analysis was conducted to determine the relationship between the AIDA stages and consumers’ purchasing decisions. The results showed that the online marketing carried out by the Nabilla banana chips MSME overall had a Good level of effectiveness (74%). However, the Attention stage required further improvement to achieve a higher percentage. The findings from the multiple linear regression analysis indicated that the calculated F-value (30.33551) was greater than the F-table value (2.70), demonstrating that the independent variables (AIDA) simultaneously influenced the dependent variable (Action). Moreover, the t-test results revealed that each independent variable had a partial effect on the Action variable.
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