Analisis Strategi Komunikasi Pemasaran Digital melalui Pendekatan Integrated Marketing Communication dan Model AIDA di Lucka Agency

Harits, Muhammad Muzakky Abd (2026) Analisis Strategi Komunikasi Pemasaran Digital melalui Pendekatan Integrated Marketing Communication dan Model AIDA di Lucka Agency. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study analyses the digital marketing communication strategy of Lucka Agency, a Surabaya-based creative agency serving mainly Micro, Small, and Medium Enterprises (MSMEs), using Integrated Marketing Communication (IMC) and the AIDA model as analytical frameworks. Employing a qualitative descriptive-analytic design, data were gathered through in-depth interviews with five staff members and five clients, digital activity observation, and documentation of social media content. Findings reveal that Lucka Agency's strategy rests on two pillars: Instagram and TikTok for awareness, and WhatsApp Business for interpersonal conversion. IMC elements manifest through portfolio-based content, flexible pricing promotions, consistent branding, pitching sessions, and WhatsApp-driven direct marketing. The AIDA framework is evident across all stages from visual branding capturing attention, consultations building interest, pricing flexibility generating desire, to active follow-up driving action. The agency demonstrates a relationship-oriented communication approach emphasizing trust and interpersonal engagement. However, its over-reliance on interpersonal communication at the expense of structured educational content and integrated cross-platform campaigns remains a strategic limitation. This study extends IMC and AIDA theory into creative agency contexts while offering practical communication strategy insights for MSMEs and digital agencies.

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Thesis (Undergraduate)

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