Research Article
Effectiveness Analysis of the Tiga Warna Beach Promotion Activities through Social Media
@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
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.