Analysis the Effectiveness Instagram Advertising of Steeze’s Clothing Product Using Epic Model and Influence on Consumers Buying Interest

Authors : Aulia Noverri Putra, Itok Noviyanto, Arnold P.Christover.

Volume/Issue : Volume 3 - 2018, Issue 11 - November

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Along with the rapid development of the internet, companies began to use social media as a means of advertising. One company that uses social media as a means of advertising is Steeze’s clothing products. It’s just that in the preliminary study shows that Steeze’s target market has an inappropriate perception of Steeze Instagram ads, most of them think that Steeze only sells clothes, even though Steeze actually sells a variety of clothing that can meet consumer needs. The purpose of this study was to determine the effectiveness of Steeze clothing product advertisements on Instagram media as measured by using the EPIC Model and its influence on consumer buying interest. The results of the EPIC Model analysis show that Steeze’s Instagram ads have been included on an effective scale against Steeze’s followers and non-followers of Instagram accounts, except that from the four dimensions of advertising effectiveness, the impact dimension has the lowest EPIC Point, which means Steeze’s Instagram ad has not been able to show function main and product details effectively. In evaluating consumer buying interest by the category of Steeze Instagram followers, consumer buying interest has been considered good and multiple linear regression methods show that only empathy and communication dimensions have a significant influence on consumer buying interest in the respondent category. Whereas for the category of non-followers of Steeze Instagram account, the assessment of consumer buying interest is considered to be poor, and only the empathy dimension has a significant effect on consumer buying interest.

Keywords : Advertising Effectiveness, Epic Model, Consumers Buying Interest.


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