Azri Wajihan Mahdi, . (2021) PENGUKURAN EFEKTIVITAS IKLAN GOJEK MENGGUNAKAN METODE EPIC MODEL DI KALANGAN MAHASISWA: Studi Kasus Pada Iklan Online Gojek. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a descriptive quantitative study that aims to find out how effective Gojek's online advertising is for students living in Jakarta using the EPIC Model method. The sample in this study used as many as 100 active students residing in Jakarta as respondents. Sample selection was done by purposive sampling method with non-probability sampling technique. In this study, measurements will be carried out on the 4 dimensions of EPIC by looking for the average score of each dimension, the results of the study show the empathy dimension with an average value of 3.81 which makes advertising able to attract customers' attention, the dimension of persuasion with an average value of 4.05 which means that advertising can affect customers, the impact dimension with an average value of 3.75 which makes the advertisement give a deep impression to the customer, and the communication dimension with an average value of 4.11 which can be stated that Gojek advertising can be well remembered and understood. From the results of the EPIC Rate of the four dimensions, the average EPIC score of 3.93 indicates the effective category.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No. Panggil: 1710111135 Pembimbing: Diana Triwardhani Penguji 1: Bernadin Dwi M Penguji 2: Pusporini |
| Uncontrolled Keywords: | advertisement, advertising effectiveness, EPIC Model |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Azri Wajihan Mahdi |
| Date Deposited: | 24 May 2022 06:38 |
| Last Modified: | 24 May 2022 06:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/12975 |
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