Abstract
Promotional activities can be effective if the promotional purpose is achieved. To find out how effective the promotional media, it is necessary to measure the effectiveness of the media. This study aims to find out the effectiveness of Instagram social media @pariwisatajember as an online tourism promotion media by using the EPIC model method. Measurement of promotion effectiveness using EPIC model method is done by calculating first the average value of empathy dimension, persuasion dimension, impact dimension, and communication dimension, the determine the EPIC rate to find out how effective the promotion. The technique of determining samples in this study using the accidental sampling method is as many as 98 respondents. Data collection techniques using observation, interviews, questionnaires, literature, studies, and documentation. Data analysis techniques use descriptive quantitative analysis techniques, validity tests, reliability tests, and EPIC model analysis. The result showed that the effectiveness of Instagram social media @pariwisatajember as an online tourism promotion media showed effective result this shown by the measurement of the average value of the four dimensions and epic rate that within the effective scale range, where each value obtained is in empathy dimension of 3,63, persuasion dimension of 3,53, impact dimension of 3,54, communication dimension of 3,64 and EPIC rate of 3,58.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
