Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)

Analysis of the Effectiveness of Promoted Listings Using the Method of EPIC Model

Authors
Wensley Reyes, Nikolee Marie Serafico, Heny Hendrayati, Agus Ramdhan
Corresponding Author
Wensley Reyes
Available Online May 2019.
DOI
https://doi.org/10.2991/icebef-18.2019.22How to use a DOI?
Keywords
native advertising; promoted listings; EPIC models
Abstract

In the world of advertising, various types of advertisements continue to be developed in accordance with time, technological advances, and current patterns of consumer behavior. However, the most common problem nowadays is that most people do not like advertisements while browsing on the internet. Presently, many internet users install adblocker so that the ads do not appear because they will be blocked automatically. Now, marketers and advertisers are busy using native advertising to handle this. The purpose of this study is to provide an overview of native advertising on promoted listings of the Bukalapak’s site and to measure the level of effectiveness. The study used quantitative method with EPIC Model. The sample was 100 people of Bukalapak’s Instagram followers generated by non-probability sampling technique. The results of this study indicate that native advertising on promoted listings on the Bukalapak’s site is in a positive category according to the respondents. The results of the effectiveness analysis with the EPIC Model method show that the advertisements have a relatively high level of effectiveness.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-723-2
ISSN
2352-5428
DOI
https://doi.org/10.2991/icebef-18.2019.22How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Wensley Reyes
AU  - Nikolee Marie Serafico
AU  - Heny Hendrayati
AU  - Agus Ramdhan
PY  - 2019/05
DA  - 2019/05
TI  - Analysis of the Effectiveness of Promoted Listings Using the Method of EPIC Model
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 93
EP  - 95
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.22
DO  - https://doi.org/10.2991/icebef-18.2019.22
ID  - Reyes2019/05
ER  -