Effectiveness Analysis of Social Media Ads as A Promotional Media (Case Study: Instagram Taya.Id)

Abstract

Abstract Technological development at the moment affected the trend in the global marketing. This development makes the marketers to change marketing strategy them into the internet marketing one of which is taya.id who want to focus on online shop course in the hope of products marketed can penetrate the global market. The sample techniques used to research is purposive sampling on ever buy taya.id products and get information about the product taya.id through account social official media taya.id. In total, 100 respondents were collected as the sample of this research. This research using the EPIC model as a method calculation effectiveness consisting of four namely empathy dimension, persuasion, impact, and communication. The result of this research and examining evidence and proving that the call social media taya.id is considered effective with a value of up 2,752 as to dimensions empathy, the value of 2,742 as to dimensions persuasion, the value of 2,722 as to dimensions impact, and value of 2,895 as to dimensions communication. In overall, this finding concludes that the advertising of Taya.id through Instagram is effective.