Analisis Efektivitas Promosi Media Sosial dengan Menggunakan Metode Epic Model dan Pengaruhnya terhadap Keputusan Pembelian Produk di Kota Medan

Abstract

Social media until now has had a big influence on the shape of a business. Through online promotion strategies published in influential information media in an area, it provides its own value and great attention from enthusiasts in each of these media, one of which is the Instagram social media on the media talk account which is very much appreciated, and the people of Medan city in looking for information and news that is up to date. Providing creative information with diverse and interesting promotions will have an influence on companies that load into the terrain so as to attract the public in purchasing decision activities from promotions loaded in medantalk. The analytical methods used in this study are the EPIC model method and multiple regression analysis. The results of the analysis using the EPIC model method are known that medantalk promotion has been effective in introducing to consumers interested in medantalk. The four variables used

The Effectiveness of Promoting Hydroponic Vegetables and Products Through Instagram With Brand Awareness as a Moderating Variable at Pt. Kebun Sayur

“…The calculation results are presented in the following table: The average score for the empathy dimension was found to be 3.89, which was considered effective. This informs that the promotions carried out by Kebunsayur Surabaya on Instagram provide information that is easy for respondents to understand and understand so that it can influence the way respondents think about vegetables and hydroponic preparations and the mood of respondents and the promotions carried out by Kebunsayur Surabaya can create a feeling of liking and enjoyment when they see them, according to research Kurnia et al, (2022)which states that the average score for the empathy dimension is 3.89. This value is in the effective scale range, which means that the target Instagram social media users like the promotions on Instagram.…”

“…It provides information that respondents can trust the promotion carried out by Kebunsayur Surabaya on Instagram because it matches the reality between the photo of the product being promoted and the photo of the original product, thus making respondents positively respond and then be interested in purchasing the product. According to research by Kurnia et al, (2022) the average score for the persuasion dimension is 3.6. This value is in the effective scale range, which means that the respondent was influenced by promotions carried out via Instagram to try to buy the product.…”

“…The concept is quite interesting and different from other brands. According to research by Kurnia et al, (2022), the average score for the impact dimension is 3.8. This value is in the effective scale range, which means that promotion via Instagram social media has a positive impact that respondents well receive.…”

“…Not only in descriptive messages, the images used in promotions are also able to convey the content of the message. According to research by Kurnia et al, (2022), the average score for the impact dimension is 3.8. This value is in the effective scale range, which means that promotion via Instagram social media has a strong message for respondents who see the product promotion broadcast.…”

Analisis Empathy, Persuation, Impact Dan Communication (Epic Model) Dalam Meningkatkan Kepercayaan Publik

“…EPIC Model dipisahkan menjadi empat dimensi yaitu Empathy, Persuation, Impact, dan Communication yang kemudian dianalisa dengan tujuan melihat efektifitas masingmasing dimensi tersebut secara terpisah, sehingga dapat diketahui pada dimensi manakah yang ternyata memiliki hasil analisis terendah dan kemudian dapat dijadikan evaluasi bagi Toko Mas Gajah Pekalongan serta sebagai dasar merancang strategi perusahaan dalam meningkatkan kepercayaan publik terhadapnya. Penelitian terdahulu menunjukkan bahwa kemampuan strategi marketing terutama dalam penggunaan EPIC Model menunjukkan dampak positif terhadap tingkat penjualan produk (Cristanto, 2021;Nurlaeli et al, 2021;Rahayu, 2012;Sumampouw, 2017;Wallis and Bestriandita, 2017). Perencanaan dan penggunaan metode EPIC dalam transformasinya menuju social media perlu dikaji lebih terutama dalam permasalahan keyakinan, jaminan, dan tingkat kepercayaan terhadap penjual.…”