PEMBUATAN COPYWRITING BERBASIS EMOTIONAL APPEAL PADA WEBSITE AFILIASI NADEEM INDONESIA UNTUK MEMBANGUN MINAT JOIN PADA PROGRAM AFFILIATE

ABSTRAK
Rendahnya awareness masyarakat terhadap Program Affiliate Nadeem Indonesia
menunjukkan bahwa media komunikasi yang digunakan sebelumnya belum mampu
menyampaikan informasi secara efektif. Penelitian ini bertujuan menganalisis
kebutuhan penggunaan website, mengembangkan Website Program Affiliate
Nadeem Indonesia dengan strategi copywriting berbasis emotional appeal, serta
mengetahui respons pengguna terhadap website dalam meningkatkan awareness.
Penelitian menggunakan metode deskriptif dengan pendekatan project-based.
Website dikembangkan menggunakan platform Wix dengan menerapkan Trust
Appeal, Fear Appeal, Happiness Appeal, dan Hope Appeal. Evaluasi dilakukan
melalui kuesioner terhadap 54 responden dan didukung oleh data traffic website
dari Wix Analytics. Hasil penelitian menunjukkan bahwa website mampu
menyajikan informasi secara lebih jelas dan mudah dipahami, dengan Trust Appeal
sebagai pendekatan yang paling dominan. Mayoritas responden memberikan
penilaian positif terhadap aspek awareness, pemahaman, ketertarikan, dan
kepercayaan. Dengan demikian, website efektif sebagai media komunikasi digital
dalam meningkatkan awareness terhadap Program Affiliate Nadeem Indonesia.
Kata Kunci: Website, Copywriting, Emotional Appeal, Awareness, Program
Affiliate.

ABSTRACT
Low public awareness of the Nadeem Indonesia Affiliate Program indicates that the
previous communication media were not effective in delivering information. This
study aims to analyze the need for a website, develop the Nadeem Indonesia
Affiliate Program Website using an emotional appeal-based copywriting strategy,
and examine users' responses in increasing awareness. The study employed a
descriptive method with a project-based approach. The website was developed
using the Wix platform by implementing Trust Appeal, Fear Appeal, Happiness
Appeal, and Hope Appeal. The evaluation involved 54 respondents using a Likertscale questionnaire and was supported by website traffic data from Wix Analytics.
The results indicate that the website presents information more clearly and
effectively, with Trust Appeal emerging as the dominant approach. Most
respondents reported positive responses regarding awareness, understanding,
interest, and trust after accessing the website. Therefore, the website proved to be
an effective digital communication medium for increasing public awareness of the
Nadeem Indonesia Affiliate Program.
Keywords: Website, Copywriting, Emotional Appeal, Awareness, Affiliate
Program.