ANALYSIS EPIC MODEL IN TOKOPEDIA ADVERTISING "VERSION ISYANA SARASVATI - BAD HAIR DAY" IN MEDIA TELEVISION

Yunita, Dessy (2016) ANALYSIS EPIC MODEL IN TOKOPEDIA ADVERTISING "VERSION ISYANA SARASVATI - BAD HAIR DAY" IN MEDIA TELEVISION. In: Sriwijaya Economics and Business Conference, 27-28 November 2016, Palembang.

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    Abstract

    Television is a popular medium for advertising because can reach the wider community to deliver a message. Television is a media for combining audio, visual, and motion, the advertising will seem real and live. Its can added value by through advertising’s benefit. The aim of this research is to determine level of effectively Tokopedia advertising “Version of Isyana Sarasvati-Bad Hair Day” in Television by using EPIC model. This model is to measure the effectiveness of advertising from empathy, persuasion, impact and communication had developed by AC Nielsen’s company. This Measurement is using distributing questionnaires to 150 respondents. The results of this research has showed that the average score of dimension Empathy is 3.04 (quite effectively), it’s indicated that the dimension of empathy is effective enough to show respondent’s concern to advertising that has showed by Company. Average score of Dimensions Persuasion is 2.83 (quite effectively), it’s indicates that the dimension persuasion is effective enough to indicate a change in attitude and behavior that occur from respondents by viewing advertising that aired on television. Average score of Impact Dimensions is 3.20 (quite effectively), it shows that dimensions Impact is effective enough to show that the company stands out among other similar stores and is characterized by the involvement of consumers in terms of product selection. The results of Communication dimensional analysis has showed an average score of US $ 3.10 (quite effectively), it indicates that the dimension Communication has effective enough for the respondent to be able to remember and understand the intent of advertisements aired on television. Overall total average scores obtained from EPIC Model method has showed a score 3.10 (quite effectively), it is indicates that the effectiveness of advertising in the category is quite effective. Therefore, the company could increase the intensity of television advertisements through television. Keywords : EPIC model, Empathy, Persuasion, Impact and Communications

    Item Type: Conference or Workshop Item (Paper)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Faculty of Economics > Department of Management
    Depositing User: SE, MM Dessy Yunita
    Date Deposited: 06 Oct 2017 09:37
    Last Modified: 06 Oct 2017 09:37
    URI: http://eprints.unsri.ac.id/id/eprint/7503

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