Pengaruh Nilai Ekofeminisme terhadap Efektivitas Komunikasi Pemasaran Model AIDA pada Produk Kerajinan Daur Ulang Plastik

This study examines the influence of Ecofeminism on AIDA (Attention, Interest, Desire, Action), the influence of AIDA on marketing communication effectiveness, and the indirect influence of Ecofeminism on marketing communication through the mediating role of AIDA in plastic-recycled handicraft products. A qualitative-descriptive approach supported by simple quantitative data was employed, conducted among plastic-recycling craft communities in Bogor Regency with a sample of 100 respondents. Data were analyzed using descriptive analysis and path analysis through variance-based Structural Equation Modeling (SEM-PLS), covering outer model and inner model evaluation. Hypothesis testing revealed that Ecofeminism significantly influences all AIDA dimensions. However, in the path toward marketing communication effectiveness, only the Action dimension showed a significant effect, while Interest and Desire were not significant (Interest showed a negative effect). In mediation testing, Ecofeminism positively and significantly influenced marketing communication effectiveness through Attention and Action, but not through Interest (negative) or Desire. These findings suggest that Ecofeminism values effectively build awareness and drive purchase action, though strategies targeting consumer interest and desire require strengthening to optimize marketing communication effectiveness for plastic-recycled craft products.