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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Erminati Pancaningrum, Wahyu Ari Rahayu
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DOI:10.17265/1537-1506/2017.07.001
Affiliation(s)
STIE PGRI Dewantara, Jombang, Indonesia
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.
KEYWORDS
the effectiveness of advertising, empathy, persuasion, impact, communication
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