EPIC MODEL: EFEKTIVITAS PENGGUNAAN ENDORSEMENT SEBAGAI MEDIA IKLAN DI INSTAGRAM PADA YELO

Abstract

The existence of internet establishes the trend of digital advertisement where the business owners use social media as the new advertisement tool which is called as endorsement. Yelo is one of the clothing stores that utilize endorsement as advertisement media on Instagram. The phenomenon of endorsement as marketing strategy becomes the basis for the writer to conduct a research on its effectiveness use of endorsement advertising by Yelo in Instagram. The tools in effectiveness of use are EPIC Model that divided into four dimensions, which are empathy, persuasion, impact, and communication. The research is descriptive with questionnaire as technique of collecting data. The technique of sampling that used is purposive sampling with 50 respondents who are Instagram users that have ever seen the advertisement of Yelo. The result shows that the Empathy dimension has average score 4,065, Persuasion dimension has average score 3,815, Impact dimension has average score 3,885, and Communication dimension has average score 4,355. Meanwhile, the EPIC rate has 4,03 which it shows the effectiveness use of endorsement as the advertisement media in Yelo’s Instagram.