Analysis of Content Performance using the Aida Model from Loa Janan Pharmacy
Abstract
The development of social media has changed the way consumers seek health information and interact with pharmaceutical services. This study aims to analyses the effectiveness of Loa Janan Pharmacy's Instagram content using the AIDA model (Attention, Interest, Desire, Action) by integrating Instagram insight data and WhatsApp conversations as conversion indicators. The analysis was conducted over two periods: 13 September–12 October and 28 October–26 November 2025. The results showed a significant increase in digital performance in the second period, with views increasing from 6,417 to 154,247 (up 2,315%) and reach from 581 to 91,587 accounts (up 15,666%). The dominance of Reels (84.1%) and views from the Reels and Explore tabs indicated success in the Attention and Interest stages. However, changes in audience composition, which was dominated by users from major cities outside Samarinda, led to market mismatch, resulting in low purchase conversion rates. Of the 15 WhatsApp conversations, only three resulted in purchases, yielding a conversion rate of 0.002%. These findings support previous research on the effectiveness of educational content in building awareness, but do not support the assumption that increased reach always results in increased purchases, especially for location-based businesses. This study emphasizes the need for local segmentation strategies, strengthened CTAs, and content di-versification to bridge the gap between high attention and low purchase action.
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Copyright (c) 2026 Chandra Wicaksono, Dwi Budi Utomo , Reza Andaru, M. M. Kiswanto, Hamdani Hamdani
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