ANALISIS EFEKTIVITAS IKLAN MELALUI MEDIA SOSIAL INSTAGRAM PADA AKUN RESMI AK PHONE DENGAN PENDEKATAN EPIC MODEL

Yusrika, Siska Septa (2022) ANALISIS EFEKTIVITAS IKLAN MELALUI MEDIA SOSIAL INSTAGRAM PADA AKUN RESMI AK PHONE DENGAN PENDEKATAN EPIC MODEL. S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK : Meningkatnya pengguna internet di Indonesia memunculkan peluang untuk menggunakannya sebagai ajang promosi. Penelitian ini bertujuan untuk mengetahui tingkat efektivitas iklan melalui media sosial instagram @ak_phone dengan pendekatan EPIC Model, terhadap followers instagram @ak_phone yang berdomisili di Kota Jambi. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Metode analisis yang digunakan untuk mengukur efektivitas iklan adalah EPIC model yang mencakup empat dimensi kritis yaitu empathy, persuasion, impact, dan communication (EPIC). Keempat dimensi EPIC Model diantaranya, empathy (4,09), persuasion (3,97), impact (4,05), dan communication (3.72) berada pada rentang skala efektif. Hasil EPIC Rate yaitu dengan nilai 3.95 ini menunjukkan bahwa efektivitas iklan melalui media sosial instagram @ak_phone berada dalam skala efektif. Ini berarti AK Phone Store Jambi harus lebih meningkatkan metode untuk lebih menonjolkan kelebihan dibandingkan akun instagram lain pada kategori yang serupa sehingga pesan yang disampaikan dapat diterima oleh konsumen walaupun masih berada dalam skala efektif. Kata Kunci : Efektivitas Iklan, Media Promosi, EPIC Model? ABSTRACT : The increasing number of internet users in Indonesia has created an opportunity to use it as a promotional event. This study aims to determine the level of effectiveness of advertising through social media Instagram @ak_phone with the EPIC Model approach, on Instagram followers @ak_phone who are domiciled in Jambi City. This study uses a quantitative descriptive approach. The analytical method used to measure advertising effectiveness is the EPIC model which includes four critical dimensions, namely empathy, persuasion, impact, and communication (EPIC). The four dimensions of the EPIC Model including empathy (4.09), persuasion (3.97), impact (4.05), and communication (3.72) are in the effective scale range. The results of the EPIC Rate with a value of 3.95 indicate that the effectiveness of advertising through social media Instagram @ak_phone is on an effective scale. This means that AK Phone Store Jambi must further improve its methods to further highlight its advantages compared to other Instagram accounts in the same category so that the message conveyed can be received by consumers even though it is still on an effective scale. Keywords: Advertising Effectiveness, Promotional Media, EPIC Model

Type: Thesis (S1)
Uncontrolled Keywords: Advertising Effectiveness, Promotional Media, EPIC Model
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: yusrika
Date Deposited: 22 Sep 2022 02:52
Last Modified: 22 Sep 2022 02:52
URI: https://repository.unja.ac.id/id/eprint/39968

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