EFEKTIVITAS WEB SERIES DI YOUTUBE SEBAGAI MEDIA PROMOSI (Analisis EPIC Model pada Viewers Web Series Sore dari Tropicana Slim Stevia)

Dewi Novia Sari, 13730079 (2019) EFEKTIVITAS WEB SERIES DI YOUTUBE SEBAGAI MEDIA PROMOSI (Analisis EPIC Model pada Viewers Web Series Sore dari Tropicana Slim Stevia). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

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

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