Analysis of The Effectiveness of Social Media Promotion on Avoskin Skincare Products Measured by The Epic Model

Abstract

Along with the development of the era that makes internet technology widely used so that encourage people to access the use of social media in daily life, one of which is business people who use social media as a promotional medium. Promotion on social media make it easier for potential consumers to understand the message conveyed so that it can attract attention and achieve the target market target. The existence of promotions through social media can increase sales transactions, one of them is in the beauty industry sector in skincare products. The purpose of this study was to determine the effectiveness of promotion on social media Instagram, TikTok and Facebook are used by Avoskin skincare products. To measure the effectiveness of promotions, This study uses the EPIC model method through its four dimensions, namely the dimensions of empathy, persuasion, impact, and communication. The data processing method used in this study is a quantitative method in the form of analysis descriptive. This study uses a non-probability sampling technique. The data collection techniques used used in this research is primary data by distributing questionnaires with the number of respondents as many as 385 people. The population used in the study were users of Avoskin skincare products in Indonesia Indonesia. The results of research using the EPIC model show that the level of promotion effectiveness The highest social media is Instagram with an EPIC rate of 3.56, followed by TikTok with a value of The EPIC rate is 3.54 and followed by Facebook with an EPIC rate of 3.33. This means effectiveness social media promotion on Avoskin skincare products is very effective.