Published: 2026-10-01
Analisis Strategi Komunikasi Pemasaran Digital Amura Beauty Care melalui Konten Storytelling Berdasarkan Teori AIDDA
DOI: 10.35870/jtik.v10i4.7185
Vania Juliana, Amiruddin Saleh
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Vania Juliana:
IPB University
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Amiruddin Saleh:
IPB University
Abstract
The development of social media in digital marketing communication has encouraged skincare brands to utilize storytelling content as a persuasive communication strategy. However, studies on the application of the AIDDA theory in storytelling content on the TikTok platform are still limited. This study aims to analyze the digital marketing communication strategy through storytelling content on the TikTok account @amurabeautycare based on the AIDDA theory (Attention, Interest, Desire, Decision, Action). This research used a descriptive qualitative method with purposive sampling techniques and data collection through observation, interviews, and documentation of 4 storytelling contents during the January–April 2026 period. The results show that storytelling content consistently applies the AIDDA stages and forms a communication strategy based on audience experience with a problem–solution–result pattern. This strategy is strengthened through a soft selling approach and emotional triggers. In conclusion, storytelling content is effective in building emotional closeness, trust, and encouraging audience action
Keywords
AIDDA; Digital Marketing Communications; Skincare; Storytelling; TikTok
Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 4 (2026)
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Section: Computer & Communication Science
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Published: 2026-10-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jtik.v10i4.7185
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Vania Juliana, IPB University
Program Studi Komunikasi Digital dan Media, Fakultas Sekolah Vokasi, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia
Amiruddin Saleh, IPB University
Program Studi Sains Komunikasi dan Pengembangan Masyarakat, Fakultas Ekologi Manusia, Institut Pertanian Bogor, Kota Bogor, Provinsi Jawa Barat, Indonesia
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