Pengaruh Penayangan Iklan PMB UNTAG Surabaya Pada Tribun Jatim Terhadap Respon Followers Instagram @tribun_jatim. (The Effect of PMB UNTAG Surabaya Advertising on the Tribun Jatim on the Response of Instagram Followers @tribun_jatim).

Dhaifullah, Muhammad (2024) Pengaruh Penayangan Iklan PMB UNTAG Surabaya Pada Tribun Jatim Terhadap Respon Followers Instagram @tribun_jatim. (The Effect of PMB UNTAG Surabaya Advertising on the Tribun Jatim on the Response of Instagram Followers @tribun_jatim). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Online media portals are one of the new forms of media that are widely used to promote products, the use of media portals as advertising media is also based on the large number of people in circulation and people who tend to often get information through online media. In Indonesia, online media portals are growing rapidly, according to the Chairman of the 2016-2019 Press Council, Yosep Adi Prasetyo, estimated that the number of mass media in Indonesia reached 47,000 media and online media reached 43,300 (Setiawan, 2020). Tribun East Java is one of the online media in East Java that is under the auspices of Tribun news, the use of online media is based on the level of the number of visitors on the page, according to the Reuters Institute Digital News Report 2023 it is recorded that Tribun news ranks 4th most often visited by the people of Indonesia. In this study, the author researched the PMB Untag Surabaya advertisement entitled "Untag Surabaya opens four registrant paths DPP discount of up to 100 percent". In this study, the researcher used the EPIC Model theory, one of the tools to measure advertising effectiveness with a communication approach developed by AC Nielsen – one of the world's leading marketing research companies – which includes four critical dimensions, namely: Empathy, Persuation, Impact, and Communication. The results obtained in this study found that the PMB Untag Surabaya Advertisement "Untag Surabaya opens four registration channels for DPP discounts up to 100 percent" proved to be effective with an EPIC Rate score of 3.58, and the advertisement also affected readers. The two independent and bound variables were proven to be influential with a result of 66.9%.

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