The Effectiveness of Instagram Ads as Promotional Platform Using The EPIC Mode Method at Sthala Ubud Bali

Sadewa, I Komang Ari and Mataram, I Gusti Agung Bagus and Sari, I Gusti Agung Mas Krisna Komala (2023) The Effectiveness of Instagram Ads as Promotional Platform Using The EPIC Mode Method at Sthala Ubud Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Instagram become global marketing trends, this trends has made marketers change their marketing strategies and looking for the most effective ways to use Instagram in selling products, therefore it is necessary to test the effectiveness of advertising at Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International which wants the products marketed to cover the global market. The sampling technique used for this study was purposive sampling consisting of Instagram followers of this hotels. In total, 100 respondents were collected as the sample of this study. This study uses the EPIC model as a method for calculating effectiveness which consists of four dimensions, namely empathy, persuasion, impact, and communication. The results of research and examination of Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott Internasional’s Instagram is considered very effective with a score of 4.57 for the empathy dimension, a score of 4.62 for the persuasion dimension, a value of 4.70 for the impact dimension, and a value of 4, 75 for the communication dimension. Overall, these findings conclude that advertising Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International via Instagram is very effective. The effectiveness of hotel room sales growth was also tested which showed positive growth results but due to Covid-19, sales growth has decreased. This is indicated by data on room sales in 2018 of 32%, in 2019 it rose to 65.7%, in 2020 it dropped dramatically to 15.8% and experienced another increase in 2021 of 16.5% and in 2022 to 49.5%

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