Navigating The AIDA Journey: A Qualitative Study of Marketing Communication Hurdles in Indonesia's 3 Million Houses Program for Millennials and Gen Z

Abstract

The Indonesian government's 3 Million Houses program faces challenges in attracting millennial and Gen Z participants, despite being the primary target market. This study aims to analyze the effectiveness of the program's marketing communication through the lens of the AIDA model (Attention, Interest, Desire, Action). Using a qualitative phenomenological approach, data were collected through in-depth interviews and focus group discussions with 20 participants from millennial and Gen Z demographics who had been exposed to the program. The findings reveal significant gaps in the AIDA journey: while initial awareness exists, there is a notable drop-off at the Interest-to-Desire transition phase. Key hurdles identified include complex administrative requirements, lack of transparent information about housing locations, and perceived misalignment between offered housing specs and the target market's aspirations. The study concludes that the current communication strategy effectively generates Attention but fails to build sufficient Desire and facilitate Action. Practical implications suggest the need for simplified messaging, digital-led engagement strategies, and partnership with influencers to bridge the identified gaps. This research contributes to the literature on public sector marketing and provides actionable insights for improving large-scale social program outreach