DIGITAL MARKETING ANALYSIS OF AIDA AND PAS COPYWRITING FRAMEWORKS TOWARDS CUSTOMER ENGAGEMENT ON CHLOETIME.ID

This study addresses the examination of how Chloe Time's digital marketing
strategy impacts customer engagement, focusing on the effectiveness of two
prominent copywriting frameworks, AIDA (Attention, Interest, Desire, Action)
and PAS (Problem, Agitation, Solution), on Instagram. The aim is to analyze
Chloe Time's strategy for boosting customer engagement and determine which
copywriting framework provides the most effective results on the platform.
Employing the Research and Development (R&D) methodology with ADDIE as
the model, a quantitative descriptive approach is utilized for data collection. Data
analysis involves expert validity testing and A/B testing through questionnaires,
with 63 out of 165 Chloe Time's followers participating. Findings reveal that the
majority of Chloe Time's followers, approximately 61%, prefer content crafted
with the PAS copywriting framework over AIDA. Both content types experienced
heightened engagement, transitioning from moderate to high levels, with PAS
achieving a 4.9% engagement rate and AIDA achieving 4.7%. Based on these
results, Chloe Time should continue implementing copywriting techniques across
all content creation endeavors. Furthermore, future studies should explore
additional copywriting frameworks to uncover strategies that could further
enhance customer engagement