Increasing MSME Sales in the Digital Era: Evaluating the Effectiveness of Paid Advertising Using the EPIC Model
DOI:
https://doi.org/10.31334/bijak.v22i2.5009Keywords:
Advertising Effectiveness; Sales; Social media; EPIC Model; Micro Small and Medium Enterprises ;Abstract
This study investigated the effectiveness of social media advertising on MSME sales using the EPIC Model. MSMEs are vital to Indonesia's economy, boosting GDP and creating 97% of jobs. They need creative promotional strategies to attract consumers. Social media, particularly Facebook and Instagram, offers effective and affordable product promotion for MSMEs. These platforms enable broad audience reach and precise targeting (age, gender, location, interests). The research involved 81 MSME customers in Bogor who had seen social media ads. Purposive non-probability sampling was used. The study measured empathy, persuasion, impact, and communication. Instrument testing included validity and reliability assessments. The EPIC scale was used for measurement. The average respondent scores for the dimensions were: empathy at 3.73, persuasion at 3.60, impact at 3.60, and communication at 3.48. This resulted in an EPIC rate of 3.60. This EPIC rate of 3.60 indicates that MSME product advertising through social networks is considered highly effective.
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