Analysis of Promotion Effectiveness Using Instagram Social Media at Zaky & Dicky Cafe


Librina Tria Putri(1*), Royansyah Putra(2), Adi Setiawan(3)

(1) Sekolah Tinggi Ilmu Ekonomi Bangkinang, Indonesia
(2) Sekolah Tinggi Ilmu Ekonomi Bangkinang, Indonesia
(3) Sekolah Tinggi Ilmu Ekonomi Bangkinang, Indonesia
(*) Corresponding Author

Abstract


The purpose of this study was to determine whether Zaky & Dicky Cafe's Instagram advertising efforts were effective. Instagram is an image and video sharing program that allows users to take photos, record videos, apply digital filters, and share their creations on various social networking networks. To determine its efficacy on social interaction, researchers used the EPIC analysis model (empathy, persuasion, impact, and communication) and tested it individually using the average score technique. The population and samples were taken from customers of Zaky & Dicky Cafe. Sampling was carried out using a census technique of 300 samples. Results Based on the research, Zaky & Dicky Cafe's marketing with Instagram social media is effective. The Persuation dimension is the highest dimension of the four EPIC Models. Consumers are satisfied with the reality they receive based on the promotion of Zaky & Dicky Cafe using Instagram social media.


Keywords


Communication; Emphaty; Impact; Persuation; Social Media Instagram

Full Text:

PDF

References


Aarnio, T., & Hämäläinen, A. (2008). Challenges in packaging waste management in the fast food industry. Resources, Conservation and Recycling, 52(4), 612–621. https://doi.org/10.1016/j.resconrec.2007.08.002

Aida, N., Siti Khumairoh, N., Endang Dwi Setyorini, E., Nasir, A., Qomariah, N., & Java Annaz, E. (2018). Effectiveness of Online Ads Shop Shopee ‘Sepedanya Mana’ and Bukalapak ‘Nego Cincai’ with Epic Model. In International Conference Technopreneur and Education (Vol. 1, Issue 1).

Ardianto, E. (2014). Metodologi Penelitian untuk Public Relations Kuantitatif dan Kualitatif. CV. Simbiosa Rekatama Media.

Cathrin, S., Wikandaru, R., Nufus, A. B., Sudarsih, S., & Saraswati, D. (2020). Empan Papan: Etika Komunikasi Di Media Sosial Dalam Perspektif Budaya Jawa. In Jurnal Lensa Mutiara Komunikasi (Vol. 4, Issue 2).

Dewi, R. (2018). Efektivitas Media Sosial Instagram Sebagai Media Komunikasi Pemasaran. Universitas Sanata Dharma.

Durianto. (2013). Pengaruh Iklan dan Citra Merek terhadap Keputusan Pembelian Suzuki Satria F 150 pada Komunitas Hyperunderbone Satria F Community ( HSC ) di Kawasan Ringroad, Medan. Jurnal Niagawan, 2(1), 39–50.

Gambetti, R. C., & Graffigna, G. (2010). The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate. International Journal of Market Research, 52(6), 801–826. https://doi.org/10.2501/S147078531020166

Hereyah, Y., & Sari, M. (2020). Pengaruh Sales Promotion Cashback Point di Tokopedia terhadap Perilaku Impulse Buying Konsumen Milenial. In N. Pandrianto, R. Oktavianti, & W. P. Sari (Eds.), Digitalisasi dan Humanisme dalam Ekonomi Kreatif. Gramedia Pustaka Utama.

Houman Andersen, P. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management, 34(3), 285–297. https://doi.org/10.1016/j.indmarman.2004.07.007

Mano, R. S. (2014). Social media and online health services: A health empowerment perspective to online health information. Computers in Human Behavior, 39, 404–412. https://doi.org/10.1016/j.chb.2014.07.032

Puntoadi, D. (2011). Menciptakan Penjualan via Social Media. Elex Media Komputindo.

Putri, L. T., & Irfandi, N. (2019). Analisis Daya Tarik Wisata Kuliner Malam (WKM) terhadap Kunjungan Wisatawan di Kota Pekanbaru. Ikraith Ekonomika, 2(2), 132–140.

Sassen, S. (2002). Towards a Sociology of Information Technology. Current Sociology, 50(3), 365–388. https://doi.org/10.1177/0011392102050003005

Siti Marwah, R. (2019). Pengaruh Tangible, Reability, Responsiveness, Assurance, Emphaty Terhadap Kepuasan Nasabah Pada PT. Sun Life Financial Indonesia Cabang Medan. Universitas Islam Negeri Sumatera Utara.

Snead, J. T. (2013). Social media use in the U.S. Executive branch. Government Information Quarterly, 30(1), 56–63. https://doi.org/10.1016/j.giq.2012.09.001

Srinivasan, S. (2014). How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer’s Path to Purchase? In D. Grewal, A. L. Roggeveen, & J. NordfÄlt (Eds.), Shopper Marketing and the Role of In-Store Marketing (pp. 103–125). Emerald Group Publishing Limited. https://doi.org/10.1108/S1548-643520140000011004

Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056

Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.803348




DOI: https://doi.org/10.15575/ks.v4i2.17298

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Librina Tria Putri, Royansyah Putra, Adi Setiawan

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


UIN Sunan Gunung Djati

Kota Bandung, Jawa Barat
Handphone: +6285961137790

E-mail: KSosial@uinsgd.ac.id

Lisensi Creative Commons

Khazanah Sosial  are licensed under Attribution-ShareAlike 4.0 International


Click Her For See Stats