Hariyono, Aisyah Nur Jannah Putri (2026) Komparasi Efektivitas antara Instagram dan TikTok sebagai Media Promosi Digital Bumbu Wilona Kota Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The rapid development of digital technology has encouraged MSMEs to utilize social media as a promotional tool. Instagram and TikTok are widely used platforms due to their ability to reach consumers broadly and interactively. This study aimed to analyze the effectiveness of Instagram and TikTok as digital promotional media for Bumbu Wilona in Surabaya using the EPIC Model. A quantitative approach with a descriptive method was employed involving 120 respondents who had viewed Bumbu Wilona’s promotional content on both platforms. Data were collected through questionnaires and analyzed based on the dimensions of Empathy, Persuasion, Impact, and Communication. The results indicate that both Instagram and TikTok are effective digital promotional media. The Communication dimension achieved the highest score on both platforms, indicating that promotional messages and product information were well understood by consumers. The results of this study show that both platforms effectively support Bumbu Wilona’s digital marketing activities. Keywords: Promotional Effectiveness, Instagram, TikTok, EPIC Model, Food MSMEs
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Aisyah Aisyah Nur Jannah Putri Hariyono | ||||||||||||
| Date Deposited: | 06 Aug 2026 07:06 | ||||||||||||
| Last Modified: | 06 Aug 2026 07:06 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58470 |
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