PENYUSUNAN COPYWRITING SMS DAN WHATSAPP BUSINESS UNTUK PROGRAM WEEKEND DEALS PADA APLIKASI MYTELKOMSEL DENGAN PENDEKATAN AIDA

The Weekend Deals program in the MyTelkomsel application utilizes Short Message Service (SMS) and WhatsApp Business as direct communication media to deliver promotional information to users. However, copywriting for these media must be tailored to their respective characteristics to ensure promotional messages are communicated effectively. This Final Project aims to develop SMS and WhatsApp Business copywriting for the Weekend Deals program in the MyTelkomsel application using the AIDA (Attention, Interest, Desire, Action) approach. Data were collected through observation, literature study, and documentation. The copywriting process consisted of three stages: pre-production, production, and post-production, including program needs identification, draft preparation, review, revision, finalization, implementation, and evaluation. The result of this Final Project is a set of SMS and WhatsApp Business copywriting developed using the AIDA approach according to the characteristics of each communication medium. This copywriting is expected to support the more effective delivery of promotional information for the Weekend Deals program within the MyTelkomsel application.

Keywords: Copywriting, Short Message Service (SMS), WhatsApp Business, AIDA

Program Weekend Deals pada aplikasi MyTelkomsel memanfaatkan Short Message Service (SMS) dan WhatsApp Business sebagai media komunikasi langsung untuk menyampaikan informasi promosi kepada pengguna. Namun, penyusunan copywriting pada kedua media tersebut perlu disesuaikan dengan karakteristik masing-masing media agar pesan promosi dapat disampaikan secara efektif. Tugas Akhir ini bertujuan menyusun copywriting SMS dan WhatsApp Business untuk Program Weekend Deals pada aplikasi MyTelkomsel dengan pendekatan Attention, Interest, Desire, Action (AIDA). Metode pengumpulan data yang digunakan meliputi observasi, studi pustaka, dan dokumentasi. Proses penyusunan copywriting dilakukan melalui tahapan pra-produksi, produksi, dan pasca-produksi, yang meliputi identifikasi kebutuhan program, penyusunan draf, review, revisi, finalisasi, implementasi, serta evaluasi hasil implementasi. Hasil Tugas Akhir ini berupa copywriting SMS dan WhatsApp Business yang disusun berdasarkan pendekatan AIDA sesuai dengan karakteristik masing-masing media komunikasi. Penyusunan copywriting ini diharapkan dapat mendukung penyampaian informasi promosi Program Weekend Deals secara lebih efektif pada aplikasi MyTelkomsel.

Kata Kunci: Copywriting, Short Message Service (SMS), WhatsApp Business, AIDA