Indonesian Journal of Cultural and Community Development
Vol 15 No 3 (2024): September
Communication Development Articles

Maximizing Non-Profit Engagement on TikTok Through the Effective Application of AIDA in Indonesia
Memaksimalkan Keterlibatan Nirlaba di TikTok Melalui Penerapan AIDA yang Efektif di Indonesia


  • Irsyad Abidin,
  • Kukuh Sinduwiatmo*
Irsyad Abidin
Universitas Muhammadiyah Sidoarjo, Indonesia
Kukuh Sinduwiatmo
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v15i3.1097
Published October 2, 2024
Keywords
  • TikTok marketing,
  • AIDA Model,
  • LMI Zakat,
  • non-profit promotion,
  • digital communication
How to Cite
Abidin, I., & Sinduwiatmo, K. (2024). Maximizing Non-Profit Engagement on TikTok Through the Effective Application of AIDA in Indonesia. Indonesian Journal of Cultural and Community Development, 15(3), 10.21070/ijccd.v15i3.1097. https://doi.org/10.21070/ijccd.v15i3.1097

Copyright (c) 2024 Irsyad Abidin, Kukuh Sinduwiatmo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

General Background: Social media platforms like TikTok have emerged as powerful marketing tools, enabling organizations to engage with audiences more effectively. Specific Background: Yayasan Lembaga Manajemen Infaq Ukhuwah Islamiyah (LMI Zakat) leverages TikTok to promote its programs, including MSIB (Magang dan Studi Independen Bersertifikat), through its official account @lmizakat. The integration of marketing strategies such as the AIDA (Awareness, Interest, Desire, Action) model provides insight into consumer behavior and the effectiveness of digital content. Knowledge Gap: While studies on social media marketing are extensive, limited research has explored the application of AIDA principles on platforms like TikTok within the context of non-profit organizations. Aims: This research aims to examine the implementation of Integrated Marketing Communication (IMC) by LMI Zakat through TikTok, focusing on how the AIDA model enhances marketing communications and program engagement. Results: Findings indicate that LMI Zakat successfully applied the AIDA model through creative and educational content, which effectively raised brand awareness, generated interest, and increased engagement with the MSIB program. Specifically, the content utilized viral trends to raise awareness and generated desire through informative and persuasive narratives. Novelty: The study provides a unique contribution by highlighting how a zakat organization can use TikTok’s content and viral nature to apply marketing principles, which are typically associated with for-profit sectors. Implications: This research underscores the potential for zakat and non-profit organizations to enhance their marketing strategies through digital platforms like TikTok. Future studies should explore diverse content types and apply AIDA across other social media platforms, contributing to a broader understanding of digital marketing in non-profit contexts.

Highlights:

 

  1. TikTok applies AIDA effectively for LMI Zakat's marketing communication.
  2. Viral content boosts awareness and engagement with MSIB program.
  3. Future studies should explore content variation and cross-platform strategies.

 

Keywords: TikTok marketing, AIDA model, LMI Zakat, non-profit promotion, digital communication

References

  1. M. A. Firmansyah, Buku Komunikasi Pemasaran, June. 2020.
  2. D. J. Priansa, KOMUNIKASI PEMASARAN TERPADU PADA ERA MEDIA SOSIAL, 2nd ed. CV PUSTAKA SETIA, 2021.
  3. Y. Pratama et al., Prinsip Dasar Manajemen Pemasaran (Analisis Dan Strategi Di Era Digital), 1st ed. CV. Eureka Media Aksara, 2023.
  4. I. Ayesha et al., Digital Marketing (Tinjauan Konseptual). PT. GLOBAL EKSEKUTIF TEKNOLOGI, 2022.
  5. A. Z. Yonatan, “10 Media Sosial dengan Pengguna Terbanyak 2024,” GoodStats. Accessed: Sep. 03, 2024. [Online]. Available: https://data.goodstats.id/statistic/agneszefanyayonatan/10-media-sosial-dengan-pengguna-terbanyak-2024-CaJT1
  6. F. Ardiansyah and K. Sinduwiatmo, “Tiktok Sebagai Media Personal Branding Melinda Rohita,” J. Pustaka Komun., vol. 6, no. 1, pp. 169–180, 2023, doi: 10.32509/pustakom.v6i1.2586.
  7. L. Ceci, “Countries with the most TikTok users 2024,” Statista. Accessed: Apr. 10, 2024. [Online]. Available: https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
  8. LMI Zakat Official @lmizakat, “Akun TikTok LMI Zakat Official @lmizakat,” TikTok. Accessed: Apr. 24, 2024. [Online]. Available: www.tiktok.com/@lmizakat?_t=8oWaftaMOiF&_r=1
  9. R. Y. Rusdianto and A. R. Setiawan, “Penerapan Strategi Marketing Dalam Pembuatan Konten Menggunakan Softselling Dan Hardselling Pada Tiktok Untuk Meningkatkan Brand Awareness Kisana,” vol. 2, no. 1, pp. 130–137, 2024.
  10. K. M. Ramadhan, Dadang S. Anshori, and Ahmad Fuadin, “Bahasa Iklan Dengan Teknik Copywriting AIDA di habiskerja.com,” J. Onoma Pendidikan, Bahasa, dan Sastra, vol. 10, no. 1, pp. 618–630, 2024, doi: 10.30605/onoma.v10i1.3334.
  11. Merdeka Belajar LMI @mbkm_lmi, “Total Pendaftar MSIB LMI Batch 6,” Instagram. Accessed: May 24, 2024. [Online]. Available: www.instagram.com/p/C2e3tOHpxjA/?igsh=MWh1ZTB3MXFtZA==
  12. R. P. Sari and M. I. Nurdiansyah, “Peran Public Relations Lembaga Amil Zakat LMI Meningkatkan Brand Image,” J. Komun., vol. 4, no. 2, p. 11, 2022.
  13. Y. Nontina, “Analisis Strategi Manajemen Pemasaran dalam Menarik Minat Muzaki Membayar Zakat Pada Lembaga Zakat Nasional Lembaga Manajemen Infaq ( LMI ) Sumatera Selatan,” vol. 1, 2022.
  14. Z. Zulfikri and R. Sumantri, “Pengaruh Corporate Image Dan Perceived Value Terhadap Keputusan Muzakki Membayar Zakat Di Laz Lmi Sumatera Selatan,” JEBI (Jurnal Ekon. dan Bisnis Islam., vol. 7, no. 2, p. 40, 2022, doi: 10.15548/jebi.v7i2.384.
  15. M. Jaenudin and Ali Hamdan, “Penilaian Dampak Zakat, Infak, Sedekah Terhadap Kemiskinan Spiritual Dan Material Penerima Manfaat Laznas LMI: Pendekatan CIBEST,” J. Ekon. Syariah Teor. dan Terap., vol. 9, no. 3, pp. 362–378, 2022, doi: 10.20473/vol9iss20223pp362-378.
  16. M. Z. Kurniawan, M. F. Ula, and A. Setyawan, “Pengaruh Zakat Produktif, Manajemen Usaha, dan Pendampingan Terhadap Perkembangan Usaha Mikro Mustahik di LAZNAS LMI Unit Layanan Blitar,” BISEI J. Bisnis dan Ekon. Islam, vol. 5, no. 02, pp. 31–40, 2020, doi: 10.33752/bisei.v5i02.1120.
  17. K. Dewi, “Analisis Konten Strategi Komunikasi Pemasaran di Era Digital pada Aplikasi TikTok Studi Kasus Akun TikTok @zaaferindonesia,” J. Penelit. Inov., vol. 3, no. 2, pp. 507–514, 2023, doi: 10.54082/jupin.189.
  18. A. Z. P. Yasmine and N. Yuliana, “Case Study Analysis Of Marketing Communication Strategies On Tiktok Account @tenuedeattite Jurnal Sosial Sains dan Komunikasi ( Ju-SoSAK ),” vol. 2, pp. 143–150, 2024.
  19. I. N. Lasono and A. Novita, “Analisis Strategi Komunikasi Pemasaran di Platform TikTok Kajian Konten pada Akun @ optikalunett _ official,” vol. 4, no. 1, pp. 149–158, 2024.
  20. Hardani et al., Buku Metode Penelitian Kualitatif & Kuantitatif, no. March. CV. Pustaka Ilmu Group Yogyakarta, 2020.
  21. H. Herdiansyah, Metodologi Penelitian Kualitatif untuk Ilmu-Ilmu Sosial: Perspektif Konvensional dan Kontemporer, 2nd ed. Penerbit Salemba Humanika, 2019.
  22. L. J. Moleong, Metodologi Penelitian Kualitatif, 40th ed. PT REMAJA ROSDAKARYA, 2021.
  23. A. Wardhana, “Brand Image dan Brand Awareness,” Brand Mark. Art Brand., no. January, pp. 105–118, 2020.
  24. K. Pandiangan, M. Masiyono, and Y. Dwi Atmogo, “Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty,” J. Ilmu Manaj. Terap., vol. 2, no. 4, pp. 471–484, 2021, doi: 10.31933/jimt.v2i4.459.
  25. M. A. Firmansyah, “Buku Pemasaran Produk dan Merek,” Buku Pemasar. Prod. dan Merek, no. August, pp. 143–144, 2019.
  26. S. Mondal, “AIDA MODEL for new ways to Communicate,” no. February, 2023.
  27. A. Hamizar, F. Karnudu, D. A. Relubun, and S. Saimima, “Consumer impulse buying behavior based on FOMO psychology in the digital era,” vol. 1, no. 1, pp. 134–142, 2024.
  28. LMI Zakat Official @lmizakat, “Hati-Hati Ntar Nyesel Nggak Daftar MSIB di LMI,” TikTok. Accessed: May 10, 2024. [Online]. Available: https://vt.tiktok.com/ZS21k5jYm/