Rizckyensa Nurul Manthikka, NIM.: 19108020091 (2023) ANALISA EPIC MODEL : EFEKTIFITAS INSTAGRAM @LIFEWITHBSI SEBAGAI MEDIA PROMOSI DAN PENGARUHNYA TERHADAP MINAT MENGGUNAKAN PRODUK BSI. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (ANALISA EPIC MODEL : EFEKTIFITAS INSTAGRAM @LIFEWITHBSI SEBAGAI MEDIA PROMOSI DAN PENGARUHNYA TERHADAP MINAT MENGGUNAKAN PRODUK BSI)
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Text (ANALISA EPIC MODEL : EFEKTIFITAS INSTAGRAM @LIFEWITHBSI SEBAGAI MEDIA PROMOSI DAN PENGARUHNYA TERHADAP MINAT MENGGUNAKAN PRODUK BSI)
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Abstract
This study aims to examine the effectiveness of BSI Instagram promotional media (@lifewithbsi) on the dimensions of empathy, persuasion, impact and communication and their affect on the intention to use the product. This research used two analytical methods, firstly, quantitative method with multiple linear regression analysis using the IBM SPSS version 26 analysis tool. Secondly the effectiveness analysis method with the EPIC model developed by AC Nielsen. The population of this research is Instagram followers @lifewithbsi. The sample used was 130 respondents with a purposive sampling method. The research data used is primary data, which is obtained from the results of collecting questionnaires which are distributed on social media. The results of this research show that Instagram @lifewithbsi is effective as a promotional medium on the dimensions of empathy, persuassion, impact and communication, the communication dimension has the greatest level of effectiveness. Furthermore, the dimensions of empathy, persuasion and communication have an effect on followers' intention in using Bank Syariah Indonesia products, while the impact dimension has not effect.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Pembimbing: Alex Fahrur Riza, SE., M.Sc. |
| Uncontrolled Keywords: | Pemasaran Digital (Digital Marketing), Periklanan (Advertising), Media Sosial, Model EPIC |
| Subjects: | Media Sosial Perbankan Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Perbankan Syari'ah (S1) |
| Depositing User: | Muh Khabib, SIP. |
| Date Deposited: | 26 Sep 2023 08:21 |
| Last Modified: | 26 Sep 2023 08:21 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/60601 |
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