The effectiveness of Cosmetic Product Advertising Using EPIC Model Through Beauty Vlogger on Youtube
Rahmat Hidayat, Harrie Lutfie
Informasi Umum
Kode
20.25.028
Klasifikasi
659.1 - Advertising
Jenis
Proceeding ( Electronic )
Subjek
Advertising In Digital Media
No. Rak
22
Informasi Lainnya
Abstraksi
The rapid technological development demands a change in the marketing strategy of a product in order to thrive and survive sustainably. Cosmetics business is currently growing so rapidly proved increasingly mushrooming companies that produce cosmetics for personal use impact on business competition so hard. Wardah cosmetics that produce cosmetics, especially for personal purposes also feel the competition is so tight. However, the problem relates to how cosmetic products can be marketed so that the effectiveness of the advertisement can be perfect and the demand by consumers is still the main topic. In this research used survey method by using research object on Bandung society cosmetic product user by analyzing the effectiveness of advertisement using EPIC model through Vlogger by using descriptive analysis as analytical tool consisting of Dimension Empathy, Persuasion, Impact And Communication. The results showed that all dimensions of EPIC with an average score above 3.50 which means that overall is in quadrant IV means to show that all dimensions in the EPIC model are effective. Thus it can be said that the use of EPIC methods in measuring the effectiveness of advertising through vloggers is very good. The deeper finding that the Communication dimension has the greatest value compared to other dimensions while the smallest dimension is in empathy. Other findings of all dimensions in EPIC still have not achieved perfect effectiveness (quadrant V) because they are still between IV quadrants. Based on the above findings then the company producing personal needs (cosmetics) in order to improve the effectiveness of its ads and pay attention to the above dimensions, especially on the dimensions of empathy that occupy the smallest score. Keywords: Emphaty, Persuasion, Impact, Communication.
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Pengarang
| Nama | Rahmat Hidayat, Harrie Lutfie |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | D3 Manajemen Pemasaran |
| Kota | Bandung |
| Tahun | 2019 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
