PERSUASIVE COMMUNICATION MESSAGES ON BEVERAGE PRODUCTS THROUGH UPLOADING EDUCATIONAL CONTENT ON INSTAGRAM

Abstract

The increasing competition for beverage products makes a trademark use Instagram to market its products. Instagram is the third most popular social media in Indonesia. Re.juve is one of Indonesia's fruit and vegetable juice drink products that utilize Instagram. This study wants to highlight how AIDDA's persuasive communication messages to beverage products through uploading educational content on Instagram. The theoretical study uses persuasive communication theory with the formula Attention, Interest, Desire, Decision, Action (AIDDA), educational content, and social media. This study uses a qualitative research approach with case study research methods by collecting data in interviews, participatory observations, documentation, and literature studies. The results of this study indicate that AIDDA's persuasive communication messages on beverage products through uploading educational content on Instagram need to be applied with the AIDDA formula to make it easier to introduce and market a beverage product to the public.