Devi, Ida Ayu Maharani (2025) Analisis Efektivitas Marketing Campaign dalam Meningkatkan Purchase Intention pada Produk KOCEK Berbasis EPIC Model di PT Solusi Anak Sakti (Djoin). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The development of financial technology encourages cooperatives to adapt to digital services in the loan verification process. PT Solusi Anak Sakti (Djoin) developed the KOCEK product as a digital solution to help cooperatives assess credit risk. However, the adoption of this service is still low. Therefore, a series of marketing campaigns were conducted with a canvassing approach by the Account Manager. The purpose of this study is to determine the effectiveness of marketing campaigns in increasing cooperatives' purchase intention for KOCEK products using the EPIC Model (Empathy, Persuasion, Impact, Communication) approach. This research uses a descriptive quantitative approach. The sampling technique used was purposive sampling with a total of 41 respondents who have purchased KOCEK products through the campaign. Data were collected through questionnaires and analyzed using the EPIC Rate simple tabulation method. The results showed an average EPIC Rate of 4.42, which is in the very effective category, with the Impact dimension getting the highest score of 4.52. These results prove that the marketing campaign is effective in influencing and increasing cooperative buying interest in KOCEK services.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing Campaign, Purchase Intention, EPIC Model, KOCEK, Cooperative
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Ida Ayu Maharani Devi
Date Deposited: 29 Aug 2025 09:10
Last Modified: 29 Aug 2025 09:10
URI: https://repository.pnb.ac.id/id/eprint/18187

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