Analisis Efektivitas Iklan Nexianberry Indosat Versi Saykoji Dengan Menggunakan EPIC Model  

Oleh:

Elton, Chandra ; Lina

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Keuangan dan Bisnis vol. 9 no. 1 (Mar. 2011), page 79-95.
Topik: Empathy; Persuasion; Impact; Communication; and Gender Factors

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ148 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This research entitled Analysis Effectiveness Advertising Nexianberry Indosat, Saykoji version using EPIC Model Method, aims to investigate the effectiveness of advertisements issued by Indosat which measured by four dimension, there are Empathy, Persuasion, Impact, and Communication (EPIC) Models of the ads. There were 100 samples in this research. Those respondents were exposed a print advertisement of Nexianberry Indosat, Saykoji version. Then they filled out the-self adminstrated and the structure questionnaire. Effectiveness of the ads can be viewed viewed through a simple tabulation and a weighted average score. Meanwhile, to see whether gender factors significantly influence consumer attitudes using cross tabulation. The result from EPIC dimensions indicates that the ads Nexianberry Indosat, Saykoji version performed effectively enough. Among all dimensions, dimensions of communication becomes the most dominant dimension that can be seen from the highest score obtained on this dimension which means that dimension effective. Gender factors did not significantly influence consumer attitudes on the dimensions EPIC models except communication dimension that showed significant differences in the rate of consumer attitudes of ads.

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