Main Article Content
Abstract
This research aims to evaluate the effectiveness of Spotify Audio Advertising and Social Media Advertising as digital marketing communication media and to identify the differences in effectiveness between the two digital marketing communication media. This research was conducted at the Faculty of Psychology and Social and Cultural Sciences, Universitas Islam Indonesia. A total of 92 respondents were purposively selected. Data analysis was performed using the EPIC Model, focusing on data description and independent two-sample t-tests to examine the difference in effectiveness between the two digital marketing media. The results indicate that the respondents considered Spotify Audio Advertising fairly effective, while Social Media Advertising was regarded as effective. The independent t-test between the two media revealed a significance value (2-tailed) of 0.000, smaller than the α value set at 0.05. This indicates that the difference in the average effectiveness between the two digital marketing media is significant.
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Copyright (c) 2024 Dito Dzaki Dharmawan , Puji Rianto
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References
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References
Ainiyah, A., & Fahma, F. (2020). Analisis Perbandingan Efektivitas Iklan menggunakan EPIC Model terhadap Peningkatan Brand Awareness pada Produk Indihome Study. Seminar Dan Konferensi Nasional IDEC 2020, C04.1-C04.10. https://idec.ft.uns.ac.id/wp-content/uploads/IDEC2020/PROSIDING/ID055.pdf
Awaliyah, G. (2024, November 14). Spotify Makin Cuan, Sekarang Punya 252 Juta Pelanggan Premium Global. Republika. https://ameera.republika.co.id/berita/smx9n3425/spotify-makin-cuan-sekarang-punya-252-juta-pelanggan-premium-global
Bestriandita, D., & Widodo, E. (2017). Analisis Perbandingan Efektivitas Iklan Menggunakan EPIC Model Terhadap Mahasiswa UII Yogyakarta. Prosiding SI MaNIs (Seminar Nasional Integrasi Matematika Dan Nilai-Nilai Islami), 1(1), 214–220. http://conferences.uin-malang.ac.id/index.php/SIMANIS/article/view/71
BİLGİN, Y. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Čvirik, M., & Kukučková, Z. (2024). The importance and effectiveness of audio and visual aspects of brands in strategic management. Scientific Journal of Faculty of Commerce, 17(60), 119–126.
Durianto, D., Sugiarto, Widjaja, A. W., & Supratikno, H. (2003). INVASI pasar dengan iklan yang efektif : strategi, program dan teknik pengukuran. Gramedia Pustaka Utama.
Fatimah, S., & Nosita, F. (2019). ANALISIS EFEKTIVITAS IKLAN RAMAYANA BERBASIS EPIC MODEL PADA MEDIA SOSIAL YOUTUBE . ULTIMA Management, 11(1), 39–54.
Fuxman, L., Elifoglu, H., Nan Chao, C., & Li, T. (2014). Digital Advertising: A More Effective Way to Promote Businesses’ Products. Journal of Business Administration Research, 3(2). https://doi.org/10.5430/jbar.v3n2p59
Hesti, S., Thasimmim, S. N., & Rimayanti, W. (2021). Efektivitas Iklan Traveloka Televisi Konvensional Pada Konsumen di Era Digital. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 7(1), 57–65. https://doi.org/10.31289/simbollika.v7i1.4417
Indah, D. R., & Maulida, Z. (2017). Analisis Efektifitas Iklan Media Televisi Menggunakan EPIC Model (Studi Kasus Produk A Mild di Kota Langsa). JURNAL PENELITIAN EKONOMI AKUNTANSI (JENSI), 1(2), 137–149.
Kedet. (2022, March 1). What is Audio Advertising? War Room. https://www.warroominc.com/institute-library/blog/what-is-audio-advertising/
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Fourth European Edition: Principles of Marketing. Pearson Education Limited.
Lisdayanti, A., Hapsari, A. Y., & Wahju, V. (2019). Pencak Silat as a Reflection on National Culture (The Role of Digital Marketing in Increasing Public Awareness). Journal of Advanced Research in Dynamical and Control Systems – JARDCS, 11(3), 251–257. https://www.jardcs.org/abstract.php?id=788
Maulana, M. F., Revinzky, M. A., & Ramdan, A. M. (2019). PENGARUH IKLAN LAYANAN SPOTIFY PREMIUM TERHADAP MINAT BERLANGGANAN KONSUMEN DI KOTA BANDUNG. Business Preneur: Jurnal Ilmu Administrasi Bisnis, 1(1), 1–13. https://repository.unpas.ac.id/59655/
Nurcahyani, D. R., & Renaldi, R. (2023). Analisis Efektivitas Iklan pada Media YouTube: Studi Kasus pada Iklan Gojek. Journal of Management and Business Review, 20(1), 1–14. https://doi.org/10.34149/jmbr.v20i1.233
Pancaningrum, E., & Sari, D. K. (2019). Analisa Epic Model: Mengukur Efektivitas Iklan Indomie Versi Ayam Geprek Di Televisi. JAD: Jurnal Manajemen Dan Bisnis Dewantara, 2(1), 53–62. https://ejournal.stiedewantara.ac.id/index.php/JMD/issue/view/44
Rahadi, D. R., & Zanial. (2016). SOSIAL MEDIA MARKETING DALAM MEWUJUDKAN E-MARKETING. Konferensi Nasional Teknologi Informasi Dan Aplikasinya , 71–78. https://core.ac.uk/display/235045711?utm_source=pdf&utm_medium=banner&utm_campaign=pdf-decoration-v1
Sari, Y., & Utami, N. W. (2021). Komunikasi Pemasaran Digital sebagai Tantangan Teknologi. Jurnal Mahasiswa Komunikasi Cantrik, 1(1), 1–14. https://doi.org/10.20885/cantrik.vol1.iss1.art1
Shetty, A. (2024). Exploring the Impact of Audio Advertising in Digital Marketing: Strategies, Effectiveness, and Future Trends. International Journal of Science and Research (IJSR), 13(10), 1016–1019.
Shiratina, A., Indika, D. R., Komariyah, I., Kania, D., Solihin, E. H., Kunci, K., Online, I., Online, P., Minat, D., & Konsumen, B. (2020). Pemasaran Online Melalui Penerapan Iklan Secara Digital. Jurnal Sain Manajemen, 2(1), 2685–6972. http://ejurnal.ars.ac.id/index.php/jsm/index
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan RD. Alfabeta.
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing Untuk Meningkatkan Brand Image. SEIKO : Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Uyanto, S. S. (2009). Pedoman Analisis Data Dengan SPSS Edisi 3. Graha Ilmu.
We Are Social, & Meltwater. (2024a, January). Digital 2023 Global Overview Report,. https://datareportal.com/reports/digital-2024-global-overview-report
We Are Social, & Meltwater. (2024b, January). Digital 2023 Indonesia,. https://datareportal.com/reports/digital-2024-indonesia