Analisis Elemen AIDA Pada Video Profil Program Studi D4 Produksi Media Politeknik Negeri Jember 2024
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Abstract
This research aims to analyze how well the profile video of the applied bachelor of media production study program at the State Polytechnic of Jember uses the AIDA element to attract prospective students. This research is motivated by the number of students not reaching the target of a student quota of 90 students only fulfilled as many as 14 students because this is one of the strategic targets of general performance indicators so an evaluation of profile videos using AIDA theory is needed to support the achievement of the target number of students in the applied bachelor of media production study program at the State Polytechnic of Jember. The method used in this research is qualitative research with in-depth interview techniques, observation, and document analysis to collect data and data triangulation to analyze the data obtained. The findings in this study are that all AIDA elements contained in the profile video of the applied bachelor of media production study program at the State Polytechnic of Jember can make the main force in attracting audience attention, interest, desire, and action. However, the optimization of AIDA elements can be done by improving several things needed to improve the quality of the profile video of the applied bachelor of media production study program at the State Polytechnic of Jember to attract audience attention, interest, desire, and action.
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