The Effect of AIDA Model to Purchasing Decision: The Case of HappyFresh Instagram Promotion

The high use of internet especially social media has made this virtual world as a marketing tool. Therefore, this study aims: to determine the effect of Instagram-social media promotion on purchasing decisions, the level of AIDA (Attention, Interest, Desire and Action) among consumers; its influence on purchasing decisions; and to determine the suitable AIDA model for fresh products. The research population is Instagram followers @HappyFresh_id. The sample is 100 people based on five-percent-error-probability of Slovin formula, and it is derived by a simple random sampling technique. The data collected during March-April 2021, and adopting multiple linear regression analysis, proves AIDA simultaneously influences purchasing decisions with a determination level of 67%. Likewise, the interest, desire, and action have a significant effect on buying decisions. Accordingly, the research presents three variations of AIDA model for effective social media marketing, but it needs further analysis