Proceedings of the International Conference on Innovation and Technology (ICIT 2021)

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Effectiveness of Using Instagram as a Promotion Media in the Era of the Covid-19 Pandemics

Authors
Lina Asmara Wati1, 2, *, Muhammad Permana Hendra Safii1, Riski Agung Lestariadi1, Supriyadi Supriyadi3
1Social and Economic Fisheries Departement, University Brawijaya, Malang, Indonesia
2Research Group: The Resilience of Coastal and Fisheries Village (Recofish), Universitas Brawijaya
3Social and Economic Fisheries Departement, University Brawijaya, Kediri, Indonesia
*Corresponding author. Email: linaasmara@ub.ac.id
Corresponding Author
Lina Asmara Wati
Available Online 23 December 2021.
DOI
10.2991/aer.k.211221.006How to use a DOI?
Keywords
Covid-19; Effectiveness; Instagram; Promotion
Abstract

The development of digital technology is an opportunity for business owners to market their products using social media or digital marketing. Digital marketing is a promotional activity and reaches a broader market to develop businesses. The FOS Food Mojokerto restaurant also employs the use of social media to carry out online promotions. This study aimed to measure Instagram’s effectiveness as a promotional medium at FOS Food Mojokerto Restaurant in the Covid 19 pandemic era and analyze the effect of promotion on sales volume of FOS Food Mojokerto Restaurant in the Covid 19 pandemic era. FOS Food is a business engaged in seafood culinary which was founded in 2015 and became the pioneer of the first seafood processing company in Mojokerto by carrying out the concept of eating seafood at the table. Incidental sampling technique to 108 respondents was used in this study. The results showed that using Instagram social media as a promotional medium by FOS Food Restaurant using the EPIC model was categorized as effective, which was on an effective scale of 3.41- 4.21. The EPIC rate result was 3.975 from the average value of the dimensions of empathy, persuasion, impact, and communication. The effect of promotion on sales volume does consider less effective because the respondents’ answers show a value of 36.1% disagree, 30.6% quite agree, and 2.99 on average.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Innovation and Technology (ICIT 2021)
Series
Advances in Engineering Research
Publication Date
23 December 2021
ISBN
978-94-6239-493-3
ISSN
2352-5401
DOI
10.2991/aer.k.211221.006How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Lina Asmara Wati
AU  - Muhammad Permana Hendra Safii
AU  - Riski Agung Lestariadi
AU  - Supriyadi Supriyadi
PY  - 2021
DA  - 2021/12/23
TI  - Effectiveness of Using Instagram as a Promotion Media in the Era of the Covid-19 Pandemics
BT  - Proceedings of the International Conference on Innovation and Technology (ICIT 2021)
PB  - Atlantis Press
SP  - 44
EP  - 56
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211221.006
DO  - 10.2991/aer.k.211221.006
ID  - Wati2021
ER  -