EFEKTIVITAS WEB SERIES SEBAGAI MEDIA PROMOSI PRODUK ( Deskriptif Kuantitatif pada Viewers Web Series Axelerate The Series: Kostan Ax/3 Eps 4 di Youtube)

Iqbal Maulana Fahrozi, NIM 15730091 (2019) EFEKTIVITAS WEB SERIES SEBAGAI MEDIA PROMOSI PRODUK ( Deskriptif Kuantitatif pada Viewers Web Series Axelerate The Series: Kostan Ax/3 Eps 4 di Youtube). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

In this modern era, competition in the business world is very tight, every manufacturer compete to have the right strategy in marketing their products. Advertising is an important aspect to sell, because advertising is considered to have a broad reach by utilizing mass media. As time has grown the internet has grown very rapidly and became an alternative to media, various new media have emerged such as social media. Axe is one brand that utilizes social media in marketing its products through Youtube, by making a web series entitled Web Series Axelerate The Series: Kostan Ax/3. The purpose of this study was to determine the effectiveness of the Web Series Axelerate The Series: Kostan Ax/3 as a media product promotion with EPIC Model analysis, the research method used quantitative method. The population of this study came from the number of viewers in episode 4 of the Web Series Axelerate The Series: Kostan Ax/3 with a sample of 100 respondents obtained from the Slovin formula and using simple random sampling technique. The results of this study that the effectiveness of Web Series Axelerate The Series: Kostan Ax/3 as a media product promotion is included in the effective category with an average EPIC Model value of 3.86. In this study, there are r tables with a value of 0.1966 so they can be declared valid, and Cronbach alpha of 0.922 is declared reliable. Keywords: Brand, Youtube, Web Series, Effectiveness, EPIC Model.

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