Analisis Efektivitas Promosi Online Travel Agent Melalui Instagram Sponsored

Nabila Amira, Iis Kurnia Nurhayati

Abstract

Abstrak

Penggunaan iklan menggunakan media sosial saat ini sudah semakin memarak, salah satunya adalah media sosial Instagram. Instagram saat ini memunculkan fitur Instagram Sponsored sebagai salah satu alternatif media iklannya. Tiket.com merupakan salah satu jenis usaha e-ticketing di Indonesia dan sedang gencar melakukan promosi periklanannya yang salah satunya dengan menggunakan media iklan fitur Instagram Sponsored. Fitur Instagram Sponsored ini masih terbilang baru sebagai media periklanan di media Instagram, dengan begitu peneliti ingin mengukur efektivitas promosi iklan tiket.com menggunakan media promosi Instgram Sponsored.
Penelitian ini menggunakan metodologi kuantitaif deskriptif dengan populasi terhadap followers Instagram @tiketcom dengan menggunakan empat pendekatan EPIC Model yaitu Emphaty, Persuasion, Impact, dan Communication. Hasil dari penelitian ini didapatkan hasil nilai rata-rata skor EPIC rate yaitu sebesar 2.9, sehingga dinyatakan jika promosi Tiket.com melalui Instagram Sponsored dinyatakan efektif.
Kata kunci : Efektivitas, EPIC Model , Instagram Sponsored, iklan Tiket.com



ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.2 Agustus 2019 | Page 4607


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Abstract
The use of advertisements using social media is now increasingly widespread, one of which is Instagram social media. Instagram currently brings up the Instagram Sponsored feature as an alternative advertising medium. Tiket.com is one type of e-ticketing business in Indonesia and is actively promoting its advertising, one of which is by using Instagram Sponsored. This Instagram Sponsored feature is still fairly new as an advertising medium on Instagram media, so researchers want to measure the effectiveness of tiket.com advertising/promotion with Instagram Sponsored medium.
This study uses a quantitative description methodology with the population of @tiketcom Instagram followers using four EPIC Model approaches namely Empathy, Persuasion, Impact, and Communication. The results of this study showed that the average EPIC rate score was 2.9, so it was stated if the promotion of Tiket.com through Instagram is declared effective

Keywords: Effectiveness, EPIC, Instagram Sponsored, Tiket.com

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