Efektivitas Iklan Produk Chocolicious Melalui Media Sosial Instagram
Abstrak views: 62
,
PDF (English) downloads: 281
Abstrak
Chocolicious Indonesia is a company engaged in the downstream agribusiness industry that is actively conducting marketing activities through Instagram. This research to analyzes the effectiveness of Chocolicious Indonesia’s products advertising through Instagram. The method used is the descriptive analysis method. Sampling using the incidental sampling method with 100 respondents. The respondents are the followers of Chocolicious Indonesia’s Instagram account. This study conducted a validity and reliability test using SPSS software version 20. The analytical method used to measure the effectiveness of advertising is the EPIC model which includes four critical dimensions : empathy, persuasion, impact, and communication (EPIC). The results showed that Chocolicious Indonesia’s product advertising through Instagram is very effective with a value of 4,21. The four dimensions measurement shows that the dimensions of empathy, persuasion, and communication are very effective. While the impact dimensions are in the effective category.
Referensi
Arifah,NurF.(2015).AnalisisSosialMediaSebagaiStrategiMarketingDalamBisnisOnline.JurnalTransformasi.11(2),143-149.Artaya,Putu,&BaktionoR.A..(2016).MemilihMediaSosialYangEfektifSebagaiSaranaMarketingOnlineBagiPelakuUKMDiKabupatenSidoarjo.JurnalSpiritProPatria.2(2),8-21Bestriandita,Dian.,&WidodoE.(2017).AnalisisPerbandinganEfektivitasIklanMenggunakanEPICModelTerhadapMahasiswaUIIYogyakarta.ProsidingSIMaNIs(SeminarNasionalIntegrasiMatematikadanNilaiIslami).1(1),214-220.Dinda,Adelia.,RaraD.,&Irwansyah.(2018).EfektivitasIklanYoutubeTravelokaTerhadapKeputusanPembelian(StudiEPICModelPadaIklanYoutube“SaatMemesanTiketPesawatTakLagiRibet”PadaKaryawanDiJakarta).Demandia.3(1),77-96.Indika,D.R.,&Jovita,C.2017.MediaSosialInstagramsebagaiSaranaPromosiuntukMeningkatkanMinatBeliKonsumen.JurnalBisnisTerapan,1(01),25-32.Julaidi,Anastasia.(2015).EfektivitasIklanAllSeasonPhotoSurabayaDenganMenggunakanMediaFacebookDanInstagram.JurnalE-Komunikasi.3(2).Nisar,T.M.andWhitehead,C.(2016).BrandInteractionsandSocialMedia:EnhancingUserLoyaltyThroughSocialNetworkingSites.ComputersinHumanBehavior,62,743-753.Pertiwi,N.A.(2020).TheEffectofPromotionthroughInstagramSocialMediaonPurchasingDecisionsatChocoliciousCakeStoresinMakassarCity.JournalLaBisecoman,1(3),26-31.Riyantoro,Bagus.,danAtiHarmoni.(2013).EfektivitasIklanMelaluiJejaringSosialSebagaiSalahSatuStrategiPemasaranKeripikPedasMaicih.ProceedingPESAT(Psikologi,Ekonomi,Sastra,Arsitektur&TeknikSipil).5;253-256.Rizal,V.Z.(2019).KomunikasiPemasaranMediaSosialInstagramPadaTokoKueSelebritiBandungMakuta(@Bandungmakuta)TerhadapKesadaranMerek.InterKomunika,4(1),75-87.Siswanto,Tito.(2013).OptimalisasiSosialMediaSebagaiMediaPemasaranUsahaKecilMenengah.JurnalLiquidity.2(1),80-86.Tambunan,SarahRouli.(2011).PeranInternetDalamKomunikasiPemasaran.JurnalGenerasiKampus(CampusGeneration).4(2).Varma,M.,Dhakane,N.,&Pawar,A.(2020).EvaluationofImpactofInstagramonCustomerPreferences:TheSignificanceofOnlineMarketing.InternationalJournalofScientific&TechnologyResearch,9(2),548-554.
##submission.copyrightStatement##
##submission.license.cc.by4.footer##Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
