Use of the EPIC Method to Analyze the Effectiveness of Sales Promotion in the Go-Jek Online Transportation Mode

Abstract

The internet as a form of information technology advancement has made Go-Jek increasingly recognized by the public as one of the largest online-based transportation companies in Indonesia. Tight competition is certainly closely related to the sales promotion that Go-Jek and its competitors continue to do. This study aims to measure the effectiveness of sales promotion activities carried out by Go-Jek using the EPIC model. The data collection process was carried out by distributing questionnaires to 100 respondents who had been assigned Go-Jek users in Manado City. The data analysis technique used was quantitative analysis, simple tabulation analysis and the average score, which was then entered into the EPIC scale range model developed by The Nielsen Company. In it, there are four dimensions, namely empathy, persuasion, impact and communication, which are used to measure the effectiveness of sales promotions. The results of the EPIC model analysis show that the four dimensions are included in the effective scale range, where the empathy dimension gets a score of 4.03, the persuasion dimension gets a score of 3.68, the impact dimension gets a value of 3.96, and the communication dimension gets a score of 4.07. The EPIC rate, which is the average value of the four dimensions, is 3.93 and is included in the effective scale so that the effectiveness of sales promotions carried out by Go-Jek companies in the city of Manado meets expectations.