ANALISA EFEKTIVITAS IKLAN MELALUI MEDIA SOSIAL INSTAGRAM DENGAN PENDEKATAN EPIC MODEL (STUDI KASUS INSTAGRAM @KOPISEJUTAJIWA.ID)

ENJA SARI SIMANGUNSONG, . (2025) ANALISA EFEKTIVITAS IKLAN MELALUI MEDIA SOSIAL INSTAGRAM DENGAN PENDEKATAN EPIC MODEL (STUDI KASUS INSTAGRAM @KOPISEJUTAJIWA.ID). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas iklan Kopi Sejuta Jiwa menggunakan teknik analisis tabulasi sederhana, analisis deskriptif dan skor rata-rata. Disimpulkan bahwa dimensi Empathy dilihat dari skor rata-rata termasuk Sangat Efektif, Persuasion dilihat dari pengukuran skor rata-rata Sangat Efektif. Impact dilihat dari pengukuran skor kriteria termasuk skor rata-rata Sangat Efektif. Communication dilihat dari pengukuran skor kriteria termasuk skor rata-rata Sangat Efektif. Dari keempat dimensi EPIC yaitu Empathy, Persuasion, Impact, Communication mendapatkan hasil dari pengukuran skor kriteria termasuk dalam Sangat Baik, hal ini menunjukkan efektivitas iklan yang dilakukan oleh Kopi Sejuta Jiwa melalui media sosial Instagram dikatakan sangat efektif baik per dimensi maupun secara kesatuan (EPIC). ***** This study aims to determine the effectiveness of Kopi Sejuta Jiwa advertising using simple tabulation analysis techniques, descriptive analysis and average scores. It is concluded that the Empathy dimension seen from the average score is included in "Very Effective", Persuasion seen from the average score measurement "Very Effective". Impact seen from the measurement of the criteria score including the average score "Very Effective". Communication seen from the measurement of the criteria score including the average score "Very Effective". Of the four EPIC dimensions, namely Empathy, Persuasion, Impact, Communication, the results of the measurement of the criteria score are included in very good and the measurement of the average score is included in the criteria "Very High" and "Very Effective".

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, M.M ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Enja Sari Simangunsong .
Date Deposited:	18 Mar 2025 06:48
Last Modified:	18 Mar 2025 06:48
URI:	http://repository.unj.ac.id/id/eprint/55482

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