Efektifitas Website Sebagai Media Promosi Produk Kuliner; Model EPIC Dalam Membangun Awareness Restoran Di Jakarta
DOI:
https://doi.org/10.31599/xr7hv013Abstrak
The increasing use of the internet has made it easier to access information that can be used as a medium for conveying something more easily and efficiently. Thus, the study aims to see the Effectiveness of Websites as a Media for Promoting Culinary Products in an effort to build awareness and interest in culinary tourism. The study uses a quantitative method. Where the quantitative research method is a method used to conduct research on a population or sample, which collects data and analyzes data to test a particular hypothesis. The sampling technique in this study is to use Random Sampling or random samples. The number of samples in this study was 100 respondents who already knew the website www.indonesia.travel. The EPIC Model in this study is a method that will measure the dimensions of Empathy (Empathy) from respondents, Persuasion (Persuasion) that can be felt by respondents, Impact (Impact) that can occur in respondents and the approach of the Communication dimension (Communication) that is conveyed to respondents. Based on the results of the study, the final result of the EPIC Rate value is 3.55. This shows that the value is included in the assessment scale with a very effective category. This shows that the website www.indonesia.travel is very effective in conveying information to the public because the promotion is interesting and easy to understand so that it can build awareness and interest in culinary tourism.
Unduhan
Referensi
Agus, D., Komariah, N.S., Handayani, M., Suminar, R., & Untari,T.U. (2019). Analysis of tourism preferences in choosing online-base travel agents. Indonesia International Journal of Scientific and Technology Research, 8(12), 3761-3763
Amira, N. and Nurhayati, I. K. (2019) ‘Efektivitas Fitur Instagram Sponsored sebagai Media Iklan/Promosi (Studi pada Iklan Tiket.com dengan Metode EPIC Model)’, JCommSciJournal Of Media and Communication Science, 2(2), pp. 116–126.
Boyne, S., & Hall, D. (2004). Place promotion through food and tourism: rural branding and the role of websites. Place Branding and Public Diplomacy, 1(1), 80–92.
Dewi, S., Fahrial, A.S.U., Kholid, I.,Satria, B., Untari, D.T. (2020). Small and Medium Enterprises (SMEs); The Strength of The Indonesian Economy. Psychology and Education Journal, 57(9)
Indah, D.R. & Maulida, Z. (2017). Analisis Efektivitas Iklan Media Televisi Menggunakan EPIC Model (Studi Kasus Produk A Mild di Kota Langsa). Jurnal Penelitian Ekonomi Akuntansi (Jensi), 1(2), 137-149.
Kompas. (2020). Ini 3 Subsektor Ekonomi Yang Jadi Penyumbang Terbesar PDB Indonesia. From money.kompas.com/read/2020/08/30/151100526/ini-3- subsektor-ekonomi-kreatif-yang-jadi-penyumbang-terbesar-pdb-indonesia.
Kominfo. (2022). Status Literasi Digital di Indonesia 2022. Katadata Insight Center.
Muchrodji,M., Untari, R., Untari, D.T. (2017). Permasalahan, Kebijakan, dan Peningkatan Kapasitas Manajemen Ekowisata di Indonesia. JABE (Journal of Applied Business and Economic), 1(2),52-69
Nursal, M.F., Fikri, A.W.N., Hidayat,D.W.W., Bukhari, E., & Untari, D. T. (2019). The business strategy of Laksa culinary tourism in Tangerang, Indonesia. African Journal of Hospitality, Tourism and Leisure, 8(5),1-9
Pancaningrum, E. and Sari, D. K. (2019) ‘Analisa Epic Model : Mengukur Efektivitas Iklan Indomie Versi Ayam Geprek Di Televisi’, JAD: Jurnal Manajemen dan Bisnis Dewantara, 2(1), pp. 53–61.
Sagala, Putri Magdalena & Sri Widaningsih. (2022). Analysis Of The Effectiveness Of Instagram Social Media With The Epic Method (Emphaty, Persuasion, Impact, Communication) On Retail Services In Order To Increase Instagram Insights (Case Study Telkom Indonesia Regional Division Wholesales Service Treg III West Java 2022). e-Proceeding of Applied Science : Vol.8, No.5 Oktober 2022. ISSN : 2442-5826.
Standing, C., & Vasudavan, T. (2000). The marketing of regional tourism via the Internet: lessons from Australian and South. Marketing Intelligence & Planning, 18(1), 45–48.
Untari, D.T & Satria, B. (2019). Measuring website effectiveness in communicating tourism destinations in Jakarta, Indonesia. African Journal of Hospitality, Tourism and Leisure, 8(4), 1-16
Untari, D.T. (2016). The Potential Development of Betawi Culinary as an Ecotourism Product in Jakarta. Binus Business Review, 7(3), 275-280.
Untari, D.T. (2013). Ecopreneurship dalam konsep pembangunan yang berkelanjutan. Proceeding of International Conference Sustainable Competitive Advantage, 3(1).
Untari, D.T., Avenzora, R., Darusman, D., Prihatno, J., Arief H. (2017). Betawi traditional cuisines; reflection the native culture of Jakarta (formerly known as Batavia). Journal of Economic Development, Environment and People, 6(4), 63-76.
Virgi Septiani & Fanni Husnul Hanifa. (2022). Pengukuran Efektivitas Iklan Social Media Instagram Go_Thaitea_Official Dengan Menggunakan Metode EPIC Tahun 2022. eProceeding of Applied Science : Vol.8, No.5 Oktober 2022. ISSN : 2442-5826
Winarso, W., Sinaga, J., Syarief, F., Untari, D.T. (2023). The Impact of Social Media and Innovation Strategy on the Marketing Performance of Small and Medium Sized Enterprises (Smes) in Bekasi City, Indonesia. International Journal of Professional Business Review, 8(5),e01688-e01688
_-_Copy1.jpg)
