Model Integrasi Design Thinking dan AIDA untuk Pengembangan Strategi Pemasaran Digital pada Industri Properti

Sifa Mutiaratulhikmah; Syti Sarah Maesaroh; Rangga Gelar Guntara

doi:10.29408/edumatic.v9i3.32674

Authors

Sifa Mutiaratulhikmah Program Studi Bisnis Digital, Universitas Pendidikan Indonesia https://orcid.org/0009-0009-9082-0611
Syti Sarah Maesaroh Program Studi Bisnis Digital, Universitas Pendidikan Indonesia https://orcid.org/0000-0002-4756-0967
Rangga Gelar Guntara Program Studi Bisnis Digital, Universitas Pendidikan Indonesia https://orcid.org/0009-0001-9741-2129

DOI:

https://doi.org/10.29408/edumatic.v9i3.32674

Keywords:

aida, business strategy, design thinking, usability, website

Abstract

Digital transformation in the property industry continues to face a gap between user-centered design approaches and effective marketing communication strategies. Telkom Property Area Cirebon encounters similar challenges, as its marketing activities still rely heavily on inefficient offline promotions that fail to reach wider markets. This study aims to apply the Design Thinking method integrated with the AIDA model in designing a marketing website as part of a digital business strategy. The research employs a Research and Development (R&D) approach consisting of the stages: understand, observe, define, ideate, prototype, and test. The evaluation involved eight internal and external participants of Telkom Property Area Cirebon using a Likert-scale questionnaire based on the ISO 9241-11:2018 usability standard and the AIDA framework. Our findings resulted in a website designed to support the marketing of leveraging assets for Telkom Property Area Cirebon, with testing results showing a usability score of 4,75 and a content effectiveness score of 4,68, indicating that the website is easy to use, attracts attention, generates interest, builds desire, and encourages user action. These findings expand the theoretical understanding of Design Thinking by empirically integrating it with persuasive digital communication frameworks and provide a practical contribution in the form of an adaptive website model that can be replicated by other property companies in their ongoing digital transformation efforts.

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