CD Tesis

Perbedaan Efektivitas Periklanan Di Facebook Dan Instagram Dengan Pendekatan Epic Model Pada Perusahaan Svo Payung Sekaki Kota Pekanbaru

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Increasing utilization of social media platforms as marketing tools has encouraged companies, including SVO Payung Sekaki in Pekanbaru City, to optimize their advertising strategies through Facebook and Instagram. Despite active use of both platforms, there remains a gap in understanding their comparative advertising effectiveness. This research aims to analyze and compare the advertising effectiveness of SVO Payung Sekaki on Facebook and Instagram using the EPIC Model, which encompasses Empathy, Persuasion, Impact, and Communication. The research employed a quantitative approach with descriptive- comparative methods. Accidental sampling technique was used to determine the sample, involving 104 respondents from a total population of 388 customers.
Findings showed that Facebook advertising was rated as effective, with an overall EPIC score of 4.09. The highest score was found in the Impact dimension (4.12), followed by Communication (4.10), and both Empathy and Persuasion scoring equally at 4.08. This indicates that Facebook significantly influences users through impactful and communicative content. Meanwhile, Instagram received a moderate effectiveness score with an average EPIC value of 3.52. The dimensions of Empathy and Impact scored highest (3.55), followed by Communication (3.53), and Persuasion at the lowest (3.46), implying a need to improve persuasive strategies on the platform.
Levene’s Test showed a significance value of 0.000, indicating unequal variances between Facebook and Instagram user responses. The independent sample t-test further revealed a significance value of 0.000 and a mean difference of 6.88462, confirming a statistically significant difference in advertising effectiveness between the two platforms. Thus, Facebook is found to be more effective than Instagram in promoting SVO Payung Sekaki’s products based on consumer perceptions across the EPIC dimensions.


Key Words : Advertising Effectiveness, EPIC Model, Facebook, Instagram, Social
Media Marketing

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210247909

Penerbit

Pekanbaru : Universitas Riau PASCA Magister Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210247909

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

THESIS S2 MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mauli

Versi lain/terkait

Lampiran Berkas

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