The Effectiveness of the Itik Land Pop Up Store Advertising Message to Instagram Followers @myyellowduckling
DOI:
https://doi.org/10.9744/joce.2.1.1-14Keywords:
AISAS, advertising messages, effectiveness, social media, InstagramAbstract
My Yellow Duckling is a local brand that sells duck-themed merchandise. This brand
started its business in 2019 and comes from the city of Surabaya. Starting with a drawing hobby
from the owner of My Yellow Duckling, it led her to start transforming her draw into a product
with selling value. She sells duck-themed merchandise, such as dolls, sticker, keychain, enamel
pin, pouch, headband, and so on. My Yellow Duckling sells their product online via Shopee
marketplace and offline by open a pop-up store in collaboration with the event market in
Surabaya. In January 2024, My Yellow Duckling for the first time opened a pop-up store
independently in Malang under the name Itik Land. To advertise their event, they use Instagram
for share the message to consumer. This study uses SOR theory to determine the effectiveness
of advertising messages to the audience. Advertising messages delivered will be measured
effectively using AISAS models with 5 indicator, Attention, Interest, Search, Action, and
Share. This type of research is descriptive with a quantitative approach. The study took data
using an online questionnaire against 100 respondents using non-probability sampling
techniques. The results of this study showed that messages of pop-up ads on Instagram
followers @myyellowduckling proved effective with the highest average score at the attention
level.
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