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The effectivity of Taci Kembar’s social media advertisement with epic model approach

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Author Affiliations

  • 1Faculty of Agriculture, Padjajaran University, Bandung, Indonesia
  • 2Faculty of Agriculture, Padjajaran University, Bandung, Indonesia

Res. J. Agriculture & Forestry Sci., Volume 6, Issue (6), Pages 14-19, June,8 (2018)

Abstract

Measurement of effectivity of social media advertisement with EPIC Model approach is the purpose of this research, this model developed by A.C Nielsen. The brand in this research is tacikembar’s dried mango. Social media platform in this research used Instagram. Research did with spread an instrument to 100 respondents. Respondent in this research is people who see the tacikembar’s advertisement in social media. Technic for the choice of respondent is non-probability sampling and accidental sampling technic. Variable in this research use 4 dimension, empathy, persuasion, impact and communication. From average score according respondent for statement of the effectivity advertisement get result are empathy dimension have 3,862 of score, persuasion dimension have 3,835 of score, impact dimension have 3,795 of score, communication dimension have 3,862 of score, so got the result of EPIC Rate have 3,831 of score. EPIC Rate shows that the advertisement of tacikembar’s product use social media is effective.

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