Analysis of The Effectiveness of Social Media Promotion on Avoskin Skincare Products Measured by The Epic Model

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Analysis of The Effectiveness of Social Media Promotion on Avoskin Skincare Products Measured by The Epic Model

Dea Putri Agustin^1*, Achmad Manshur Ali Suyanto¹

1 Management Business Telecommunication and Informatics, Telkom University, Bandung, Indonesia

*Corresponding Author: [email protected] Accepted: 15 April 2022 | Published: 1 May 2022

DOI:https://doi.org/10.55057/ajrbm.2022.4.1.19

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Abstract: Along with the development of the era that makes internet technology widely used so that encourage people to access the use of social media in daily life, one of which is business people who use social media as a promotional medium. Promotion on social media make it easier for potential consumers to understand the message conveyed so that it can attract attention and achieve the target market target. The existence of promotions through social media can increase sales transactions, one of them is in the beauty industry sector in skincare products. The purpose of this study was to determine the effectiveness of promotion on social media Instagram, TikTok and Facebook are used by Avoskin skincare products. To measure the effectiveness of promotions, This study uses the EPIC model method through its four dimensions, namely the dimensions of empathy, persuasion, impact, and communication. The data processing method used in this study is a quantitative method in the form of analysis descriptive. This study uses a non-probability sampling technique. The data collection techniques used used in this research is primary data by distributing questionnaires with the number of respondents as many as 385 people. The population used in the study were users of Avoskin skincare products in Indonesia Indonesia. The results of research using the EPIC model show that the level of promotion effectiveness The highest social media is Instagram with an EPIC rate of 3.56, followed by TikTok with a value of The EPIC rate is 3.54 and followed by Facebook with an EPIC rate of 3.33. This means effectiveness social media promotion on Avoskin skincare products is very effective.

Keywords: Epic Model, Social Media, Promotion

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1. Introduction

Along with the times, technology is increasingly being used and driven by the development of the internet that provides convenience in interacting and communicating between individuals. The number of internet users around the world has increased significantly. One of them is growth in the number of internet users that occurred in Indonesia(We Are Social and Hootsuite, 2021). With this many internet users It can encourage people to use social media in their daily life. Where is the user active social media in Indonesia is 170 million with the time spent by Indonesians to access social media per day an average of 3 hours 23 minutes(We Are Social and Hootsuite, 2021).

With the existence of social media platforms can help the business people in marketing The use of social media in marketing can assist companies in promoting the products or services offered.

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Social media is used as promotional tool because it has a direct response to its users. This can be interpreted that the media Social media is used as a marketing communication tool to increase consumer awareness of the product, improve product image, and end up increasing sales(Kotler and Keller, 2016).

The most popular products are marketing through social media for promotional activities, namely products facial care or skincare, through social media these skincare products have experienced an increase in the sale. Based on data at the beginning of 2021, the beauty care category outperformed transactions sales in e-commerce by 46.8%. In addition, the total transaction value of the beauty care category in the market online managed to penetrate the Rp40 billion figure(Haasiani, 2021).

Figure 1: Top 5 Facial Care Brands in E-commerce

Based on data reports from compas, stating that skincare products that contribute to increasing sales transactions in the online market is MS Glow product with its sales penetrated the figure of Rp.74.82 billion, followed by Scarlett products of Rp.29.78 billion, Somethinc products Rp. 22.45 billion, Avoskin products to Rp. 15.6 billion and Garnier products to Rp. 12.46 billion. But, this shows that Avoskin's products are ranked 4th. Nevertheless, Avoskin has very high skincare sales achievement of Rp.594,045,804 in a week with total transactions 5,788 transactions(Compas, 2020).

Avoskin utilizes promotional strategies through social media that can provide information and product-related descriptions to customers can help increase consumer interest so that can increase sales of the product. In an effort to increase sales and product promotion activities, Avoskin uses social media such as Instagram, YouTube, TikTok, and Facebook as promotional media.

Promotions carried out through social media are in the form of content containing information on skincare products Avoskin where it plays a role in distributing information so that it can expand the brand again awareness of a product to be increasingly known so as to increase sales.

Avoskin has carried out many promotional activities to introduce its products to consumers society as its target market regarding facial care products that have various types of products and services apply the green beauty concept in every product through social media. However, based on the phenomenon that happening today, Avoskin products are better known as products that create toners and serums by having many benefits for the skin with all its ingredients even though Avoskin sells various types of products other treatments. In addition, Avoskin skincare products are in fourth position compared to competing products others on sales data of top skincare brands in e-commerce. This means that the promotion is what Avoskin has done through social media has not been effective so that the main target has not been achieved maximally and can greatly affect

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the sales of Avoskin. To maximize activities promotion on social media, it can be measured regarding the effectiveness of the promotion so that it can be known Which social media is the right one to use for effective promotion of the product. As is, this measurement can be used to avoid large financial losses for promotional activities. The measurement of the effectiveness of social media promotion in this study was measured using the EPIC Model. Method discovered by the research and research institute The Nielsen Company. This model measures the effectiveness of promotion by having four critical dimensions, namely Empathy, Persuasion, Impact, and Communication.

Based on the above phenomenon, the researcher wants to conduct an analysis entitled

"Effectiveness Analysis". Social Media Promotion on Avoskin Skincare Products Measured by the EPIC Model”.

2. Literature Review

2.1 Promotion

Promotion is a business activity to communicate and introduce products that offered to consumers so that they are interested in buying (Ritonga, 2018). Promotional activities are ideally carried out on an ongoing basis through several media that are considered effective in reaching the market, both print media or electronic, but the selection really depends on the target market to be addressed.

2.2 Promotion Effectiveness

Promotion can be said to be successful, namely when the message conveyed can be accepted by consumers and can attract consumers. The effectiveness of promotion depends on the consumer's memory of the message conveyed, consumer understanding, interest in the message and finally buying the product being promoted. Measurement of promotion effectiveness has an important role to be carried out by the company, with the Measurement of the effectiveness can be seen the achievement of the company's promotional activities according to its objectives. Promotion effectiveness can be measured by the EPIC model developed by AC Nielsen through the dimensions they have include the following:

Empathy is an activity related to emotional that provides information, whether consumers like the advertisement that is delivered and describes how consumers see the relationship between advertising with consumers. The dimensions of empathy involve affective (feeling) and cognition (thinking), where affective is a mental state or consumer feeling by providing a response in the form of a favorable assessment positive or negative(Nasution, 2016). While cognition is a mental state that involves the thoughts or knowledge of consumers in remembering and responding to the environment.

Persuasion is an attempt to influence customer attitudes and behavior through persuasive media.

Persuasion is a change in attitude, behavior and behavioral beliefs caused by a promotional communication(Nasution, 2016). So that the presence of trust can lead to attraction and a sense of one's desire of a communicated product. Therefore, the indicators on the dimension of persuasion are related to interests and desires. In this dimension of persuasion, it is the process of providing information about advertising in a certain way to enhance the character of a brand so that the company doing the advertising gain an understanding of the impact of advertising on consumer purchasing decisions to a brand.

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Impact is an action that is the desired impact of the results of promotion in the media social information about a product that can be reached by consumers with the involvement (Nasution, 2016). With words others, whether the promotion can attract attention so that knowledge and creativity are needed perceived by consumers.

Communication is the ability to provide communication or messages about products that are promoted and the ability of consumers to remember the main message of the advertisement delivered, understanding consumers and the power of messages embedded in the minds of consumers(Nasution, 2016). Product information communication and promotion what is being done must be clear and easy to understand so that the purpose of the communication is conveyed, so that the indicators this dimension is clarity and understanding.

2.3 Social Media

Social media is an internet medium that allows users to represent themselves and their interact, cooperate, share, communicate with other users, and form social bonds virtual(Nasrullah, 2020).

This means that social media is a very potential medium to find consumers and build an image about the brand of a product, because social media can be accessed anywhere and by anyone. The existence of social media as a marketing medium provides convenience and reduces company costs for marketing activities

3. Methodology

This study uses quantitative methods in the form of descriptive analysis. This research uses non- probability sampling technique. The data collection technique used in the research is primary data by distributing questionnaires with a total of 385 respondents. The population used in research, namely users of Avoskin skincare products in Indonesia. For descriptive analysis carried out in explain the characteristics of respondents in this study processed by cross tabulation technique in order to obtain description of the combination between each respondent's profile.

To find out the most effective factors that are the main keys for a company in implementing promotional activities through social media that are suitable for use. In this study using the score method average to determine the effectiveness of promotions in each dimension of the EPIC model later. So, the first step is calculate the average score of each EPIC model with the following formula:

𝑥 =∑𝑓𝑖. 𝑤𝑖

∑𝑓𝑖 Description:

x = weighted average 𝑓𝑖 = frequency

𝑤𝑖 = weight

The next step is to calculate and use a range of rating scales in determining the position respondents' responses by utilizing the score of each variable. The weight of the alternative answers used namely the ranking scale technique which consists of a range from 1 to 4. So, to calculate the rating scale using the following formula:

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𝑅𝑠 = ^{𝑅(𝑤𝑒𝑖𝑔ℎ𝑡)}

𝑀

Description:

𝑅(𝑤𝑒𝑖𝑔ℎ𝑡) = largest weight – smallest weight 𝑀 = the number of weights

In this study, the Likert scale range used was 1 to 4 so that the results obtained were as follows:

𝑅𝑠 =4 − 1 𝑅𝑠 = 0,75 4

From the results of the calculation of the formula above, we get the results of the classification of the percentage assessment criteria as in the following table:

Table 1: Classification of Percentage Assessment Criteria

No. Interval Criteria

1. 1 – 1,75 Very ineffective

2. 1,76 – 2,5 Ineffective

3. 2,51 – 3,25 Effective

4. 3,26 – 4 Very effective

Based on the percentage data in table 1 above, if it is presented in the form of a continuum line then will look as follows:

Figure 2: Continuum Line

Each dimension of the EPIC Model will be analyzed separately using the average score method to find out the effectiveness of each dimension, the average value will be included in the scale range decision positions from very ineffective to very effective.

The last step is to calculate the value of the EPIC Rate which aims to describe and explain the promotion position on social media used by Avoskin skincare products in view respondents according to a predetermined scale range. To determine the value of the EPIC Rate in research it uses the following formula:

𝐸𝑃𝐼𝐶 𝑅𝑎𝑡𝑒 = 𝑋𝑒𝑚𝑝ℎ𝑎𝑡𝑦 + 𝑋𝑝𝑒𝑟𝑠𝑢𝑎𝑠𝑖𝑜𝑛 + 𝑋𝑖𝑚𝑝𝑎𝑐𝑡 + 𝑋𝑐𝑜𝑚𝑚𝑢𝑛𝑖𝑐𝑎𝑡𝑖𝑜𝑛 4

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4. Results & Discussion

4.1 Respondent Characteristics

The results of the characteristics of respondents in this study using cross tabulation based on gender, age, and income resulted in data that the majority of the respondents were women aged 21-25 years and had an income of less than Rp. 1,000,000. Then data The minority of respondents are male with the age of 31-35 years and have income IDR 2,000,000 – IDR 3,000,000.

Furthermore, the results of the characteristics of respondents in this study using cross tabulation based on gender, age, and occupation, it produces data that the majority of respondents are female with the age of 21-25 years and have a job as a student or college student. Then the minority data of the respondents are male with the age of 31-35 years and have work as a civil servant.

4.2 EPIC Model Data Analysis

EPIC Model Data Analysis on Social Media Instagram

Table 2: Epic Rate Instagram

Dimension Average Criteria

Emphaty 3,56 Very effective

Persuasion 3,55 Very effective

Impact 3,56 Very effective

Communication 3,57 Very effective

EPIC Rate 3,56 Very effective

Based on the calculations in table 2 above, it can be seen the value of the EPIC Rate on Instagram social media Avoskin has a value of 3.56. The interpretation of scores on Avoskin's Instagram social media promotions as follows:

Figure 3: Continuum Line EPIC Rate Instagram

Based on Figure 3 regarding the EPIC Rate continuum line on Avoskin's Instagram social media shows that the results of respondents' responses are included in the very effective category.

EPIC Model Data Analysis on Social Media Tiktok

Table 3: Epic Rate Tiktok

3,56

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Based on the calculations in table 3 above, it can be seen the value of the EPIC Rate on TikTok social media Avoskin has a value of 3.54. The interpretation of scores on Avoskin's Tiktok social media promotions as follows:

Figure 4: Continuum Line EPIC Rate Tiktok

Based on Figure 4 regarding the EPIC Rate continuum line on Avoskin's Tiktok social media shows that the results of respondents' responses are included in the very effective category.

EPIC Model Data Analysis on Social Media Facebook

Table 4: Epic Rate Facebook

Based on the calculations in table 4 above, it can be seen the value of the EPIC Rate on Facebook social media Avoskin has a value of 3.33. The interpretation of scores on Avoskin's Facebook social media promotions as follows:

Figure 5: Continuum Line EPIC Rate Tiktok

3,54

3,33

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Based on Figure 5 regarding the EPIC Rate continuum line on Avoskin's Facebook social media shows that the results of respondents' responses are included in the very effective category.

4.2 Research Discussion

Figure 6: EPIC Model Social Media Avoskin

In this study, social media promotion can be said to be effective, namely when the message given can accepted and remembered by consumers. Where is the message conveyed to consumers through the dimensions empathy, persuasion, impact, and communication. In this study, measuring a dimension is effective or cannot be measured numerically via a Likert scale. This study has a minimum limitation of dimensions that can be said to be effective, namely with a score interval above 2.51. Where if the result is close to 1 or below 2.51 indicates that the dimension is very ineffective, whereas if the results are close to 4 or above 2.51 shows that the dimensions are very effective. Based on Figure 4.6, it is clear that in this study, shows different results regarding social media that has promotional effectiveness on skincare products Avoskin was measured by the EPIC model. The results of this study indicate that Instagram has effectiveness highly effective promotion across all dimensions of the EPIC model followed by TikTok and Facebook.

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Table 2: Results of EPIC Model Socil Media Avoskin

EPIC Model Socil Media

Instagram Tiktok Facebook

Emphaty 3,56 3,55 3,29

Persuasion 3,55 3,53 3,32

Impact 3,56 3.54 3,34

Communication 3,57 3,55 3,35

EPIC Rate 3,56 (Very Effective) 3,54 (Very effective) 3,33 (Very Effective) Based on table 2 the data results above show that the effectiveness of promotion on social media Avoskin Instagram is in the highest position in each of its dimensions, especially in the communication dimension by having the largest value of 3.57 compared to social media TikTok and Facebook. This shows that the promotion on Avoskin Instagram has succeeded in conveying a message to consumers so that consumers are able to understand and remember the message conveyed properly. Next followed by social media TikTok which has the highest dimensions, namely the dimensions of empathy and the dimensions of communication with the same value of 3.55 means that this indicates that promotion TikTok is able to attract consumers' attention and be able to make consumers understand the content of the message be delivered. While on social media Facebook, the dimension that has the highest value is the dimension of communication with a value of 3.35 means this indicates that the promotion delivered through social media Facebook can be understood by consumers.

5. Conclusion

From the results of data analysis and processing regarding the analysis of the effectiveness of social media promotions on products Avoskin skincare as measured by the EPIC Model, it can be concluded that:

1) Avoskin's effective social media for promotion is Instagram, followed by TikTok, and Facebook.

2) Of the three social media used as promotions by Avoskin skincare products, the most high effectiveness is Instagram.

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