Analysis of the AIDA Model (Attention, Interest, Desire, Action) on Purchase Decision for Kilap Premium Products on TikTok

  • Richard Danuarta Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
  • Nurul Azizah Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
DOI: https://doi.org/10.31538/iijse.v9i2.10801
Keywords: Attention, Interest, Desire, Action, Purchasing Decision

Abstract

The expansion of digital marketing has transformed social media into a crucial medium for influencing consumer buying behavior. Among the various social networking platforms, TikTok has emerged as an effective marketing tool that enables businesses to reach and interact with consumers through engaging and innovative promotional content. This research investigates the influence of the AIDA framework, consisting of Attention, Interest, Desire, and Action, on consumers’ purchasing decisions regarding Kilap Premium products marketed through TikTok. A quantitative approach was employed using a survey-based research method. The target population comprised TikTok users who follow and interact with Kilap Premium’s content, while a total of 150 respondents were selected through non-probability sampling. Data collection was conducted using online questionnaires, and the obtained data were analyzed through multiple linear regression techniques. The findings reveal that the Attention and Action dimensions have a positive and statistically significant effect on purchasing decisions. In contrast, Interest and Desire do not show a significant individual impact on purchasing decisions. However, the overall analysis demonstrates that the four dimensions of the AIDA model collectively contribute positively and significantly to purchasing decisions. These results suggest that effective TikTok marketing strategies should focus not only on attracting consumer attention but also on encouraging concrete actions that lead to actual purchase decisions.

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Published
2026-10-12
How to Cite
Danuarta, R., & Azizah, N. (2026). Analysis of the AIDA Model (Attention, Interest, Desire, Action) on Purchase Decision for Kilap Premium Products on TikTok. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 14347-14359. https://doi.org/10.31538/iijse.v9i2.10801
Issue
Vol 9 No 2 (2026): Sharia Economics
Section
Articles

Copyright (c) 2026 Richard Danuarta, Nurul Azizah

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