Effectiveness of Marjan Advertising on YouTube Using EPIC Model
Abstrak
YouTube is one of the advertising media for brands that advertise in the form of videos, such as Marjan. Marjan is a local syrup brand produced by PT Lasallefood Indonesia. However, there are issues that appear in the comments section on YouTube which have an impact on the decrease in views of Marjan advertising content on YouTube in 2024. For this researchers are interested in researching the effectiveness of Ramadan Marjan advertisements on YouTube using the EPIC Model (Empathy, Persuasion, Impact, Communication). This research uses a type of quantitative research with a survey method through an online questionnaire through Google Form. The distribution of online questionnaires through Google Form was carried out in this study to 120 respondents who were Marjan consumers with domiciles in Jabodetabek and had seen Marjan's Ramadan advertisements on YouTube. Sampling was carried out using non-probability sampling method through purposive sampling technique. The analysis techniques used in this study are descriptive analysis, simple tabulation analysis, and average score. Based on the results of the study, all dimensions of the EPIC Model are declared effective with a score of 3.12. This is supported by the score of each dimension such as empathy with a value of 3.26 which is included in the very effective category, and other dimensions that are included in the effective category such as persuasion with a value of 3.08, impact 3.15, and communication 3.01.
Referensi
Candra, A. W. (2021). Iklan Media Instagram Mempengaruhi Keputusan Pembelian Produk Smartphone Merek Xiaomi di Kota Medan. ARBITRASE: Journal of Economics and Accounting, 2(2), 55–59. https://doi.org/10.47065/arbitrase.v2i2.286
Durianto, Darmadi, Sugiarto, Sitinjak, & Tony. (2017). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. PT Gramedia Pustaka Utama.
Elmertian, D. (2024). Efektivitas Iklan Melalui Media Sosial Instagram dengan Pendekatan AIDA Model (Studi Kasus Instagram @Kopikenangan.id). Jurnal Ekonomi Akuntansi, Manajemen, 2(2), 91–107.
Fatimah, S., & Nosita, F. (2020). Analisis Efektivitas Iklan Ramayana Berbasis Epic Model Pada Media Sosial Youtube. Ultima Management : Jurnal Ilmu Manajemen, 11(1), 39–54. https://doi.org/10.31937/manajemen.v11i1.1252
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publishing.
Mahdi, A. W., Triwardhani, D., & Nastiti, H. (2022). Pengukuran Efekivitas Iklan Gojek Menggunakan Metode Epic Model di Kalangan Mahasiswa. Jurnal Manajemen Dan Inovasi (MANOVA), 5(1), 1–14. https://doi.org/10.15642/manova.v5i1.579
Maulidiyah, F. (2021). Pendekatan Epic Model Terhadap Efektivitas Periklanan (Studi Pengguna Tokopedia Jenis Waktu Indonesia Belanja Pada Media Youtube Di Malang Raya).
Morissan. (2014). Teori Komunikasi: Individu Hingga Massa. Kencana.
Natassja, E. (2022). Efek Penggunaan Girlband K-Pop Twice sebagai Brand Ambassador terhadap Peningkatan Nilai Merek Scarlett Whitening. 1–23.
Nielsen, A. C. (2008). EPIC Dimention of Advertising Effectiveness. Nielsen Company.
Pohan, S., & Putri, S. T. (2023). Representative Moral Message of Marjan Advertisement Ramadan 2023 Edition for the Community. Journal Of Humanities And Social Studies, 1(1). https://humasjournal.my.id/index.php/HJ/index
Putri, O., & Nurhayati, I. (2020). Efektivitas Iklan Go-Jek Versi ‘Vertibokek’ di Media Sosial Youtube Dengan Menggunakan Epic Model (Studi Pada Pengguna Go-Jek Kalangan Mahasiswa di Kota Bandung).
Ryan, D., & Jones, C. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. In Understanding Digital Marketing. Kogan Page.
Tasim, C. (2024). Faktor-Faktor yang Memengaruhi Algoritma YouTube. Toffeedev.Com. https://toffeedev.com/blog/digital-marketing/bagaimana-cara-kerja-algoritma-youtube/
Tjiptono, F. (2020). Strategi Pemasaran: Prinsip dan Penerapan (i). Andi Publisher.
Wati, A. P., Martha, J. A., & Indrawati, A. (2020). Digital Marketing (A. F. Nadya (ed.)). Edulitera.
We Are Social, & Meltwater. (2024). Digital 2024. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024/
Wells, W., Moriarty, S., & Mitchell, N. (2018). Advertising (8th ed.). Kencana.
Wisetsa, A., Eviana, N., & Achmadi, R. (2021). Effectiveness of Promotional Media Using EPIC Model (A Case Study in Al Qadri Umrah and Hajj Bureau in Jakarta). International Journal of Sciences: Basic and Applied Research, 56(1), 322–334. http://gssrr.org/index.php?journal=JournalOfBasicAndApplied
Yunita, D., Nazaruddin, A., & Nailis, W. (2019). Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention. Jurnal Manajemen Dan Kewirausahaan, 7(1). https://doi.org/10.26905/jmdk.v7i1.2538
Zuhri, S., Ismaya, B., & Hamidah, E. (2023). Pelatihan Strategi Pemasaran di Era Digital Terhadap UMKM. 1(6), 357–363.
