Analisis Efektivitas Iklan Sosial Media Instagram Menggunakan Metode Epic Model Pada Eduplex Coworking, Bandung

Yasa Cendriyansyah, Arlin Ferlina M Trenggana

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui Efektifitas dari iklan sosial media Instagram yang dilakukan di Eduplex coworking Bandung. tujuan dilakukan nya penelitian ini untuk menganalisis Bagaimana Efektifitas iklan Sosial Media Instagram Eduplex coworking menggunakan metode EPIC Model, hasil penelitian ini diharapkan dapat memberikan manfaat bagi pihak manajemen Eduplex untuk mengevaluasi iklan secara optimal sehingga mendapatkan hasil yang diharapkan. EPIC model adalah analisis yang digunakan untuk mengukur efektivitas iklan dengan menggunakan empat dimensi kritis yaitu empathy (perasaan), persuasion (kepercayaan), impact (pengetahuan produk), dan communication (kesan). Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif analisis. Populasi 30 startup yang menjadi tenan di eduplex coworking space Bandung. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis sampling jenuh. Dengan jumlah reponden 30 Responden. Teknis analisis data yang digunakan adalah analisi deskriptif Epic Model.Hasil yang didapatkan dari perhitungan dengan menggunakan EPIC model, bahwa masing-masing dimensi mendapatkan poin efektif yaitu Empathy dengan nilai 3,73, Persuasion mendapatkan nilai poin 3,65, impact mendapatkan nilai sebesar 4,01, dan Communication mendapatkan nilai 3,62, termasuk kategori efektif. Dari hasil pengukuran efektifitas iklan sosial media Instagram pada Eduplex coworking Bandung, dengan menggunakan pendekatan EPIC Model, menunjukan bahwa iklan Instagram Eduplex termasuk kedalam kategori efektif dengan nilai ratarata Epicrate sebesar 3,75. Kata Kunci: Efektivitas Iklan, EPIC Model, Startup Bisnis __________________________________________________________________________________________ Abstract This research was conducted to find out the effectiveness of social media ad Instagram conducted by Eduplex, Bandung. the aim of his research was carried out to analyse How Social Media Ad Effectiveness Instagram Eduplex coworking method using EPIC Model, the results of this study are expected to provide benefits for the management to the Eduplex evaluate ad optimally so get the expected results. EPIC is the analysis model used to measure the effectiveness of advertising by using the four critical dimensions i.e. empathy (the feeling), persuasion (trust), impact (product knowledge), and communication (the impression). These studies use quantitative methods with types of descriptive research analysis. Population 30 startup that becomes tenan coworking space eduplex in Bandung. Sampling done by the method of non-probability sampling the sampling type is saturated. With the number of reponden 30 Respondents. Technical analysis data used are descriptive analysis Epic Model.The results that have been obtained from calculations using the method rataan EPIC model obtained that result from each dimension gets points which belong into the category effectively i.e. Empathy with a value of 3.73 points, to the value of the Persuasion get value of 3.65 points, to points impact get value of 4.01, the last Communication and get the value of 3.62, which are in the category of effective. The conclusion of the results of the measurement of Advertising Effectiveness rataan score social media Instagram at Eduplex coworking Bandung, using the EPIC approach of modeling, showing that the effectiveness of the ad contains the Eduplex Instagram rated category Effective with an average value of Epicrate amounted to 3.75. Key word: Effectiveness Advertising, EPIC Model, Startup Business

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