Satriatama, Bonifasius Andre and Windarto, G. Jarot (2025) Personal Selling dengan Konsep AIDA pada CV Sumber Baru Motor Yamaha Central 1 Yogyakarta. Analisis: Jurnal Bisnis dan Akuntansi, 28 (01). pp. 34-41. ISSN 1978-9750

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Abstract

The AIDA approach, an acronym for Attention, Interest, Desire, and Action, is a concept that describes the psychological stages consumers experience before making a purchase. The AIDA model provides a clearer picture of the communication process undertaken by salespeople in the field. CV. Sumber Baru Motor is an automotive company specializing in Yamaha motorcycle dealerships. This company applies the AIDA (Attention, Interest, Desire, and Action) concept throughout the personal selling process. In this context, salespeople execute these four stages systematically and purposefully. They must capture attention through an engaging opening, generate interest with product explanations relevant to the consumer's needs, create desire by offering product benefits, and finally, encourage action through a compelling closing strategy.

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