EFEKTIVITAS PENGGUNAAN INSTAGRAM SEBAGAI MEDIA IKLAN PAKET UMRAH KONSORSIUM GHINASEPTI TOURS AND TRAVEL
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Institusion
Politeknik Pariwisata NHI Bandung
Author
Yustisia Dissa, Khuzaima
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-21 04:03:26
Abstract :
The Instagram platform is not only a means of communication and information, but has become popular in various fields, including promotion with advertising as a marketing tool. One company that has used Instagram as its advertising medium is Ghinasepti Tours and Travel. The purpose of this study was to determine the effectiveness of using Instagram as an advertising medium for the Ghinasepti Tours and Travel Consortium's Umrah Packages. Descriptive Quantitative Method is the approach in this research by determining the sample of non-probability sampling which is a saturated sampling technique. Respondents in this study were people who had followed the Consortium Umrah package for the February 2022 period and had 72 Instagram accounts. The EPIC Model is a method for measuring the effectiveness of advertising and is assisted by a Likert Scale and Continuum Line. This technique serves to measure the effectiveness of each dimension consisting of empathy, persuasion, impact, and communication. The average value obtained from each dimension is the Empathy dimension of 4.24, the Persuasion dimension of 4.24, the Impact dimension of 4.29, and the Communication dimension of 4.31. The results of the analysis of the overall dimensions using the EPIC Rate formula obtained a value of 4.27 with the conclusion that the use of Instagram as an advertising medium for Ghinasepti Tours and Travel was declared very effective.
The Instagram platform is not only a means of communication and information, but has become popular in various fields, including promotion with advertising as a marketing tool. One company that has used Instagram as its advertising medium is Ghinasepti Tours and Travel. The purpose of this study was to determine the effectiveness of using Instagram as an advertising medium for the Ghinasepti Tours and Travel Consortium's Umrah Packages. Descriptive Quantitative Method is the approach in this research by determining the sample of non-probability sampling which is a saturated sampling technique. Respondents in this study were people who had followed the Consortium Umrah package for the February 2022 period and had 72 Instagram accounts. The EPIC Model is a method for measuring the effectiveness of advertising and is assisted by a Likert Scale and Continuum Line. This technique serves to measure the effectiveness of each dimension consisting of empathy, persuasion, impact, and communication. The average value obtained from each dimension is the Empathy dimension of 4.24, the Persuasion dimension of 4.24, the Impact dimension of 4.29, and the Communication dimension of 4.31. The results of the analysis of the overall dimensions using the EPIC Rate formula obtained a value of 4.27 with the conclusion that the use of Instagram as an advertising medium for Ghinasepti Tours and Travel was declared very effective.
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