Proceedings of the 13th International Interdisciplinary Studies Seminar, IISS 2019, 30-31 October 2019, Malang, Indonesia

Research Article

Effectiveness Analysis of the Tiga Warna Beach Promotion Activities through Social Media

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  • @INPROCEEDINGS{10.4108/eai.23-10-2019.2293060,
        author={Lina Asmara Wati and Harsuko  Riniwati and Tiwi Nurjannati Utami and Nuddin  Harahab},
        title={Effectiveness Analysis of the Tiga Warna Beach Promotion Activities through Social Media},
        proceedings={Proceedings of the 13th International Interdisciplinary Studies Seminar, IISS 2019, 30-31 October 2019, Malang, Indonesia},
        publisher={EAI},
        proceedings_a={IISS},
        year={2020},
        month={3},
        keywords={epic model effectiveness analysis facebook instagram},
        doi={10.4108/eai.23-10-2019.2293060}
    }
    
  • Lina Asmara Wati
    Harsuko Riniwati
    Tiwi Nurjannati Utami
    Nuddin Harahab
    Year: 2020
    Effectiveness Analysis of the Tiga Warna Beach Promotion Activities through Social Media
    IISS
    EAI
    DOI: 10.4108/eai.23-10-2019.2293060
Lina Asmara Wati1,*, Harsuko Riniwati1, Tiwi Nurjannati Utami1, Nuddin Harahab1
  • 1: Universitas Brawijaya, Indonesia
*Contact email: linaasmara@ub.ac.id

Abstract

In this digital era, following the development of technology, a business cannot be separated from digital marketing activities. Tourism is a means of connecting to get closer to tourist destinations and other people. Tourism can also support the country's economy. Because of the important tourism role, many communities, entrepreneurs, and governments are involved in the management and development of tourism. The Tiga Warna Beach is located in a marine conservation area, especially conservation for mangrove and coral reefs, which are located in Tambakrejo Village, Sendang Biru, Malang, East Java. To increase interest in visiting tourists, the manager must also have several marketing strategies, including social media (Facebook and Instagram). The use of promotional media must also be measured in terms of their efficiency so that the results are more optimal. This research aims to analyze the efficiency of using social media as a promotional uses 85 samples. The effectiveness of the Tiga Warna Beach promotion level through social media analyzed using the EPIC Model with four variables (Empathy, Persuasion, Impact, Communication), shows the EPIC Rate of 3.122 which means that the Tiga Warna Beach promotion system through social media can be considered effective.