Epic Model: Efektivitas Iklan Destinasi Wisata Kabupaten Banyuwangi Terhadap Minat Berkunjung Ulang Wisatawan Domestik

Abstract

Visiting a tourist destination is influenced by advertising through the internet, for example, facebook, Instagram, traveler blogger, kaskus, and so on. All tourism promotion processes are carried out online, so that tourists can search everything about tourist destinations that will be addressed wherever and whenever comfortably. This can foster interest in revisiting tourists for tourist destinations in Banyuwangi Regency. This study aims to determine the effectiveness of online advertising in all tourist destinations in Banyuwangi Regency, both nature-based tourism and Banyuwangi art-based tourism. Methods of data collection in this study using survey of all tourists who provide testimonials or expressions of tourism in Banyuwangi through online media. It is tourists who intend to visit tourist destinations in Banyuwangi Regency. Primary data is obtained from the results of questionnaires distributed to respondents distributed online through google.doc. The data analysis technique uses the EPIC method model which consists of four dimensions namely empathy, persuasion, impact and communication. Processing data to get the results of advertising effectiveness is used simple tabulation analysis, mean score, and EPIC rate. Based on the results of EPIC rate analysis, the EPIC rate value is 3.66 which if included in the EPIC rating scale Model is included in the effective category. Thus the advertisement of tourist destinations in Banyuwangi Regency is done using online media effectively against the interest of revisiting domestic tourists.

Differences The Evaluation of Media Below The Line for Increasing Larc Participation in Rural-Urban Regions

“…12 In line with Suryaningsih's study, the LARC media gave a strong impression and understanding on FAC. 13 The four dimensions evaluated in this study may be influenced by education level. A person's level of education is often associated with that person's ability to accept the information that eventually becomes knowledge.…”

“…The effectiveness of BTL media has a significant difference between urban and rural areas (p<0.05). Where the highest score was in rural with a median (min-max) of 12 (10)(11)(12)(13)(14)(15). Urban areas scored lower, 12 (6)(7)(8)(9)(10)(11)(12)(13)(14)(15).…”

“…Where the highest score was in rural with a median (min-max) of 12 (10)(11)(12)(13)(14)(15). Urban areas scored lower, 12 (6)(7)(8)(9)(10)(11)(12)(13)(14)(15). This difference was seen from the dimensions of empathy, impact, and communicativeness, while the persuasive media shows no difference (p>0.05).…”

“…Mann Whitney test was performed to analyze the difference in the effectiveness of BTL media between urban vs rural with a significance value of p<0.05. The effectiveness of BTL media has a significant difference between urban areas and rural, where the highest score is in the Galcitas area with median score (min-max) of 12 (10)(11)(12)(13)(14)(15). BTL media has a very high effectiveness on FEC's decision to use the LACR.…”

EPIC Visual Iklan Samsung berupa Webtoon Sera, I'm Sorry: Welcome to Our Galaxy terhadap Audiens

“…Komunikasi iklan Webtoon "Sera, IS: WTOG" yang efektif secara empati menunjukkan bahwa konsep cerita yang divisualkan branded Webtoon dibuat dengan baik, sehingga audiens dapat merasakan perasaan tokoh dan objek hingga suasana yang ditampilkan dalam cerita, terutama pada penggambaran personalisasi tokohtokoh. Empathy banyak merujuk pada konteks perasaan audiens yang sama dengan perasaan orang yang diidentifikasinya, sehingga yang dapat dilihat pada tokoh Webtoon "Sera, IS: WTOG" menjadi poin yang dominan dalam mempengaruhi perasaan audiens dalam berempati (Suryaningsih & Nugraha, 2018). Secara keseluruhan menunjukkan ekspresi hingga tindakan tokoh yang tampak saat menggunakan produk mempengaruhi tingkat empathy yang didasarkan dari apa yang dirasakan audiens saat membaca, sehingga ilustrasi menjadi faktor besar keefektifan hasil empathy disamping teks dialog sebagai penguat.…”