The Effectiveness of Instagram Features as a Sales Promotion Media Using Discrepancy Evaluation Model Method in Increasing Customer Loyalty
- DOI
- 10.2991/aisr.k.200424.101How to use a DOI?
- Keywords
- Instagram, social media, Discrepancy Evaluation Model (DEM), loyalty
- Abstract
In this study, an evaluation process was carried out on the effectiveness of Instagram features as a sales promotion media in increasing customer loyalty by utilizing the Discrepancy Evaluation Model (DEM) which to find out how good the performance and the effectiveness of Instagram features as a promotional media are. Furthermore, it will also be used as an assisting tool to give advice or recommendation to the social media for improving the two aspects that become two measured variables, which are performance and effectiveness that have been evaluated by the researchers. In this study, there are 43 respondents as a sample to measure each variable. Based on the results of the study, it shows that the variable of performance obtains a point of 79.37%, which means it is included in category “effective”, and the variable of effectiveness obtains a point of 76.10% which also means it is included in the same category. These results are obtained from the measurement results using three assessment indicators for each variable. Based on these two variables, performance and effectiveness of Instagram features can be categorized as an effective factor of promotion and sales medias in increasing customer loyalty.
- Copyright
- © 2020, 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 - Ali Ibrahim AU - Yusmaniarti AU - Yunia Ruwanna Sofita AU - Refta Sepdela AU - Zacky Eka Putra AU - Dea Tri Ananda AU - Mutia Mariam Febrianti PY - 2020 DA - 2020/05/06 TI - The Effectiveness of Instagram Features as a Sales Promotion Media Using Discrepancy Evaluation Model Method in Increasing Customer Loyalty BT - Proceedings of the Sriwijaya International Conference on Information Technology and Its Applications (SICONIAN 2019) PB - Atlantis Press SP - 665 EP - 673 SN - 1951-6851 UR - https://doi.org/10.2991/aisr.k.200424.101 DO - 10.2991/aisr.k.200424.101 ID - Ibrahim2020 ER -