Marketing Communication @lmizakat in AIDA Principles

TikTok is a social media that can be used as a marketing platform. Yayasan Lembaga Manajemen Infaq Ukhuwah Islamiyah or called LMI Zakat uses TikTok with the account name @lmizakat to promote LMI agendas and programs, one of which is MSIB. The method used is qualitative by conducting observations, documentation, and interviews. This research aims to explain how implementation IMC of @lmizakat marketing communications use the AIDA principles (awareness, interest, desire, action). AIDA is a stage funnel in marketing to understand the stages of consumer behavior with the products or services offered. The results osf this research show that the marketing communications carried out by TikTok LMI Zakat promote the programs offered using interesting and educational content. In @lmizakat content, there are AIDA principles that help build brand awareness and increase program registrants.