ABI MUHAMMAD FAUZAN, . (2024) ANALISIS EFEKTIVITAS IKLAN SIRUP MARJAN EDISI RAMADAN BERBASIS EPIC MODEL PADA MEDIA SOSIAL YOUTUBE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui efektivitas iklan sirup Marjan edisi Ramadan di YouTube dengan pendekatan EPIC Model (Empathy, Persuasion, Impact, Communication). Iklan melalui media sosial dinilai dapat meningkatkan kesadaran merek dengan jangkauan yang lebih luas serta meningkatkan prospek hingga meningkatkan penjualan. Metode penelitian yang digunakan pada penelitian ini adalah kuantitatif deskriptif dengan teknik pengambilan sampel purposive sampling. Sedangkan teknik analisis yang digunakan dalam penelitian ini adalah analisis tabulasi sederhana, analisis deskriptif, dan skor rata-rata. Hasil penelitian dari empat dimensi EPIC Model hanya dimensi empathy yang masuk dalam kategori sangat efektif berdasarkan skor rata-rata yaitu sebesar 3,26. Selain itu, untuk dimensi lainnya masuk dalam kategori efektif seperti persuasion dengan skor rata-rata sebesar 3,08. Kemudian dimensi impact dengan skor rata-rata 3,15. Terakhir, dimensi communication dengan skor sebesar 3,01. Maka urutan efektivitas berdasarkan skor rata-rata dari setiap dimensi EPIC adalah empathy, impact, persuasion, dan communication. Adapun hasil skor rata-rata akhir atau EPIC Rate dari menjumlahkan skor rata-rata secara keseluruhan pada semua dimensi EPIC, menghasilkan skor rata-rata sebesar 3,12 dan masuk dalam kategori efektif. Maka kesimpulan pada penelitian ini berdasarkan hasil pengolahan dan analisis data, maka iklan sirup Marjan edisi bulan Ramadan di YouTube menggunakan EPIC Model dikategorikan “Efektif”. ***** This study aims to determine the effectiveness of the Ramadan edition of Marjan syrup advertising on YouTube with the EPIC Model (Empathy, Persuasion, Impact, Communication) approach. Advertising through social media is considered to increase brand awareness with a wider reach and increase leads to increase sales. The research method used in this research is descriptive quantitative with purposive sampling technique. While the analysis techniques used in this research are simple tabulation analysis, descriptive analysis, and average scores. The results of the research from the four dimensions of the EPIC Model are only the empathy dimension which is in the very effective category based on the average score of 3.26. In addition, for other dimensions in the effective category such as persuasion with an average score of 3.08. Then the impact dimension with an average score of 3.15. Finally, the communication dimension with a score of 3.01. So the order of effectiveness based on the average score of each EPIC dimension is empathy, impact, persuasion, and communication. The results of the final average score or EPIC Rate from adding up the overall average score on all EPIC dimensions, resulted in an average score of 3.12 and fell into the effective category. So the conclusion in this study based on the results of data processing and analysis, the Ramadan edition of Marjan syrup advertisements on YouTube using the EPIC Model is categorized as "Effective".
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Dra. Solikhah, M.M. ; 2). Rahmi, S.E., M.S.M. |
Subjects: | Manajemen > Manajemen Pemasaran |
Divisions: | FE > D IV Pemasaran Digital |
Depositing User: | Abi Muhammad Fauzan . |
Date Deposited: | 14 Aug 2024 23:41 |
Last Modified: | 14 Aug 2024 23:41 |
URI: | http://repository.unj.ac.id/id/eprint/49786 |
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