%A NIM. 13730079 Dewi Novia Sari
%O Pembimbing : Dr. Yani Tri Wijayanti, S.Sos, M.Si
%T EFEKTIVITAS WEB SERIES DI YOUTUBE SEBAGAI MEDIA
PROMOSI
(Analisis EPIC Model pada Viewers Web Series Sore dari Tropicana Slim
Stevia)
%X The development of the internet is currently making changes in
various fields of life, one of which is the advertising world. Advertising is
very important to promote a product or service because advertising is
considered to have a broad reach by utilizing mass media. If before the
presence of the internet using conventional media but now using new
media namely social media. The Tropicana Slim brand is a brand that
uses social media, especially Youtube, to advertise by creating web
content series called Sore. This web series has a message about the
importance of maintaining health, namely by maintaining a diet, and
replacing ordinary sugar with Tropicana Slim Stevia.
The purpose of this research is to find out the effectiveness of the
Sore web series on Youtube as a promotional media for Tropicana Slim
Stevia using the EPIC Model. The population of this study is episode 1 to
episode 9 of the Sore web series with a sample of 100 respondents
obtained by using Slovin's formula and simple random sampling
technique.
The results of this study are the effectiveness of the web series on
Youtube as a promotional media for Tropicana Slim Stevia known to be in
the effective category, because it has an average EPIC Model value of
3.87. This study has r table with a value of 0.1966 so that it can be
declared valid, and with Cronbach alpha of 0.889 stated reliable
%K Social media, effectiveness of web series, EPIC Model
%D 2019
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib50151