The Effectiveness of Facebook as an Advertising Strategic Method Using EPIC: A Case Study of Mie Jupe Jombang

Abstract

This study aims to investigate the effectiveness of advertising through social media (i.e., Facebook). Mie Jupe Jombang has applied using an analytical method called EPIC Model. The population of this study points to 5,000 people found as consumers and engaged as facebook friends of Mie Jupe Jombang. Using purposive sampling technique, 100 respondents are collected as the total sample of this study. They are scattered in Jombang regency and engaged with Mie Jupe Jombang's Facebook account as friends that apparently seems to advertise Mie Jupe Jombang. This study uses descriptive analysis method with EPIC model (Empathy, Persuation, Impact, and Communication). The result of analysis shows that the variables of EPIC Model (Empathy, Persuation, Impact and Communication) are found quite effective. Overall, this finding concludes that the advertising of Mie Jupe Jombang is quite effective.

Millennials Behaviour towards Digital Waqf Innovation

“…All research questions have been adjusted to the research topic, cash waqf innovation. Ads effectiveness measurement used questions adopted from (Nielsen, AC, 2008) and from several related studies for instance (Pancaningrum & Sari, 2019), (Amira & Nurhayati, 2019), (Nasution & Suyanto, 2016) (Pancaningrum & Rahayu, 2017) and (Girsang, 2017). Since the duration of filling out the questionnaire has been truncated by video views, some questions were dropped out from the questionnaire to prevent respondent exhaustion.…”

Combating Excessive Food Consumption Through Augmented Reality Packaging: An Explorative Study of Generation Z

“…This study also assessed the respondents through the EPIC model. The EPIC approach is one of the measuring tools to measure the effectiveness of advertising with a communication approach developed by AC Nielsen, one of the companies involved in the world of global marketing research (Amira & Nurhayati, 2019;Pancaningrum & Ari Rahayu, 2017;Lutfie & Marcelino, 2020) . In the EPIC model, four dimensions or realms of approach are known, namely: Empathy, Persuasion, Impact, and Communication -EPIC (Sattari & Mehrabi, 2016).…”

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

“…Hasil penelitian (Dehghani & Tumer, 2015), (E.B, 2016), (Pancaningrum & Rahayu, 2017), (Tikno, 2017), (M.S et al, 2018), (Wiese et al, 2020), (S. Huang et al, 2020), (Chodick et al, 2020), (Chierici et al, 2019) menyatakan bahwa Facebook Ads berpengaruh terhadap peningkatan brand awareness. Sebaliknya, menurut hasil penelitian (Vries et al, 2017), (Sung et al, 2020), menyatakan bahwa Facebook Ads tidak efektif dalam meningkatkan brand awareness.…”