EFEKTIVITAS IKLAN DI FACEBOOK ADS PADA MINAT BELI MAKANAN HERBAL JENANG GEMI SAAT PANDEMI COVID-19 (ANALISIS EPIC MODEL PADA KHALAYAK OBJECTIVE FACEBOOK ADS JENANG GEMI OLEH BAGGOS MEDIA)

Monike Putri Firdauzy, NIM.: 17107030072 (2022) EFEKTIVITAS IKLAN DI FACEBOOK ADS PADA MINAT BELI MAKANAN HERBAL JENANG GEMI SAAT PANDEMI COVID-19 (ANALISIS EPIC MODEL PADA KHALAYAK OBJECTIVE FACEBOOK ADS JENANG GEMI OLEH BAGGOS MEDIA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The covid-19 pandemic was having a significant impact on people in Indonesia. Because the cure of Covid-19 has not been found yet, it makes people aware to maintain their health and endurance. There are many ways to maintain endurance. Consuming herbs and herbal foods are one of many ways to maintain endurance. Today, herbal foods were advancing to an UMKM business and use digital marketing, one of them is Facebook Ads. The marketers usually used the Facebook Ads feature to do advertisements, because it is more targeted so the customer will be interested to buy the product. This is equal with the Cognitive Response Model, where consumers recognize the cognitive process in advertising which ultimately leads to a purchase decision. Therefore, this study aims to measure the effectiveness of using Facebook Ads on decisions of purchasing Jenang Gemi herbal food during the Covid-19 pandemic, using a quantitative method. The sample of this research was taken using a simple random sampling technique, by distributing questionnaires to 100 Jenang Gemi’s Facebook Ads objective audience by Baggos Media. Based on the EPIC Rate calculation from Duriyanto, it was found that the use of Facebook Ads for buying interest in Jenang Gemi during the Covid-19 pandemic had a value of 3.56, and was in the Effective category. The significance value was 0.000 < 0.050. Thus, it can be conclude that Ho was rejected and Ha was accepted.

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