Proceedings of the 2nd International Conference of Science and Technology for the Internet of Things, ICSTI 2019, September 3rd 2019, Yogyakarta, Indonesia

Research Article

The effectiveness of Cosmetic Product Advertising Using EPIC Model Through Beauty Vlogger on Youtube

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  • @INPROCEEDINGS{10.4108/eai.20-9-2019.2290819,
        author={Rahmat  Hidayat and Harrie  Lutfie},
        title={The effectiveness of Cosmetic Product Advertising Using EPIC Model Through Beauty Vlogger on Youtube},
        proceedings={Proceedings of the 2nd International Conference of Science and Technology for the Internet of Things, ICSTI 2019, September 3rd 2019, Yogyakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICSTI},
        year={2020},
        month={3},
        keywords={emphaty persuasion impact communication},
        doi={10.4108/eai.20-9-2019.2290819}
    }
    
  • Rahmat Hidayat
    Harrie Lutfie
    Year: 2020
    The effectiveness of Cosmetic Product Advertising Using EPIC Model Through Beauty Vlogger on Youtube
    ICSTI
    EAI
    DOI: 10.4108/eai.20-9-2019.2290819
Rahmat Hidayat1,*, Harrie Lutfie1
  • 1: Telkom University, Bandung, Indonesia
*Contact email: rahmathidayat@tass.telkomuniversity.ac.id

Abstract

The rapid technological development demands a change in the marketing strategy of a product in order to thrive and survive sustainably. Cosmetics business is currently growing so rapidly proved increasingly mushrooming companies that produce cosmetics for personal use impact on business competition so hard. In this research used survey method by using research object on Bandung society cosmetic product user by analyzing the effectiveness of advertisement using EPIC model through Vlogger by using descriptive analysis as analytical tool consisting of Dimension Empathy, Persuasion, Impact And Communication. The results showed that all dimensions of EPIC with an average score above 3.50 which means that overall is in quadrant IV means to show that all dimensions in the EPIC model are effective. Thus it can be said that the use of EPIC methods in measuring the effectiveness of advertising through vloggers is very good. The deeper finding that the Communication dimension has the greatest value compared to other dimensions while the smallest dimension is in empathy. Other findings of all dimensions in EPIC still have not achieved perfect effectiveness (quadrant V) because they are still between IV quadrants. Based on the above findings then the company producing personal needs (cosmetics) in order to improve the effectiveness of its ads and pay attention to the above dimensions, especially on the dimensions of empathy that occupy the smallest score.