19th Article | Volume 01 | Issue 04
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Ang Konseptong AIDA sa mga Kwentong Jollibee 2016-2022
The AIDA Concept in Jollibee Stories 2016-2022
Sheryl T. Milan
Teacher I, Mabini Colleges, Inc.,
Daet Camarines Norte, Philippines
Abstrak
Ang mga kwentong Jollibee na dinalumat ng mananaliksik ay binubuo ng tatlumpot-siyam (39) na mga kwentong hango sa totoong buhay. Tinatalakay ng pag-aaral na ito ang mga konseptong AIDA sa mga kwentong Jollibee sa paraang panghihikayat sa madla gamit ang advertising. Layunin nito na mailahad ang kaugnayan ng konseptong AIDA sa mga kwentong binibigyang tampok ng Jollibee sa iba’t ibang selebrasyon mula sa taong 2016-2022. Kaya naman gumamit ng metodong pagsusuri ng dokumento (document analysis), at thematic analysis ang mananaliksik. Ang prosesong ito ay nagsasangkot ng pagsusuri ng mga elektroniko at pisikal na dokumento upang bigyang-kahulugan ang mga ito, magkaroon ng pag-unawa sa kanilang kahulugan at bumuo batay sa impormasyong ibinibigay ng bawat datos na susuriin. Inilatag din sa pag-aaral na ito ang iba’t ibang teorya na naging sandigan upang maisakatuparan ang metodong ginamit ganoon din ang kabuuang pag-aaral. Dahil dito, natamo ng mananaliksik ang resulta ng ginawang pag-aaral kung saan, natukoy ang konseptong AIDA sa tatlumpot -siyam (39) na mga kwentong Jollibee na inisa-isa sa pamamagitan ng paglalatag sa paraang talahanayan. Makikitang ang naging interpretasyon sa isinagawang pag-aaral ay ang dulot na saya at kakaibang epekto ng mga kwentong Jollibee sa mga manonood nito, tumatangkilik ng mga produkto, at ang walang pinipiling konsyumer. Malinaw na sa sa paglalapat ng mga Konseptong AIDA sa pagpapakilala ng mga produkto ay makatutulong ng malaki upang tangkilikin ito ng mamamayan. Tulad ng pag-aaral na ito, kung saan binigyang pokus ang konseptong AIDA sa mga kwentong Jollibee. Hindi kapansin-pansin kung hindi pagtutuunan ng pansin, subalit dahil sa ilang sandigan ay nabigyan ng katuparan ang pag-aaral na ito. Makikita rin dito ang mga paksang madalas pagtuunan ng pansin sa mga kwentong Jollibee, ito ay ang mga espisyal na okasyon tulad ng; Monther’s Day, Valentines Day, Grandparents Day, at ang Christmas Day. At sa bawat kwentong Jollibee, mababakas ang makatutuhanang nagaganap sa reyalidad ng buhay sa bawat pamilyang Pilipino. Ang makamasang tema nito, at damdaming naipadarama sa bawat kwento.
Mga Susing- salita: AIDA, Jollibee, marketing, kwento, social media
Abstract
The Jollibee stories analyzed by the researcher consist of thirty-nine (39) true-to-life narratives. This study examines the AIDA concept in Jollibee’s stories, focusing on how it persuades audiences through advertising. The goal is to reveal the connection between the AIDA concept and the stories featured by Jollibee in various celebrations from 2016 to 2022. To achieve this, the researcher employed document analysis and thematic analysis methodologies. This process involves reviewing electronic and physical documents to interpret their meaning, understand their significance, and develop insights based on the information provided by each analyzed data point. The study also outlines various theories that supported the methodology and the overall research. The results of the study identified the AIDA concept in the thirty-nine Jollibee stories, which were detailed in a tabular format. The interpretation reveals the joy and unique impact of Jollibee’s stories on viewers, who engage with the products and the inclusive consumer base. The application of the AIDA concept in promoting products significantly aids in attracting consumer interest. The study highlights that, while the AIDA concept in Jollibee’s stories might not be immediately noticeable, it is crucial for effectively achieving the desired outcomes. The research focused on special occasions such as Mother’s Day, Valentine’s Day, Grandparents’ Day, and Christmas Day. Each Jollibee story reflects realistic scenarios experienced by Filipino families, emphasizing popular themes and emotions conveyed in the narratives.
Keywords: AIDA, Jollibee, marketing, story, social media
How to cite:
Milan, S. (2023). Ang Konseptong AIDA sa mga Kwentong Jollibee 2016-2022. International Journal of Multidisciplinary Educational Research and Innovation. 1(4), 270-290. https://doi.org/10.17613/xjn8-f189.
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