<mets:mets OBJID="eprint_10779" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-07-10T17:10:08Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Pakuan</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_10779_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Penerapan EPIC Model dalam&#13;
Mengukur Efektivitas Key Opinion Leader sebagai Media Promosi di Dairyland Farm Theme&#13;
Park.</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Azzahra Nurul</mods:namePart><mods:namePart type="family">Ramadhantie</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Sri Hidajati</mods:namePart><mods:namePart type="family">Ramdani</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Hasrul</mods:namePart><mods:namePart type="family">Hasrul</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>AZZAHRA NURUL RAMADHANTIE. 021121311. Penerapan EPIC Model dalam&#13;
Mengukur Efektivitas Key Opinion Leader sebagai Media Promosi di Dairyland Farm Theme&#13;
Park. Di bawah bimbingan : SRI HIDAJATI RAMDANI dan HASRUL. 2025.&#13;
Dairyland Farm Theme Park memanfaatkan media sosial sebagai media promosi digital, salah&#13;
satunya melalui kerja sama dengan Key Opinion Leader (KOL). Namun, efektivitas&#13;
penggunaan KOL sebagai media promosi belum dievaluasi secara terukur. Kegiatan magang&#13;
ini bertujuan untuk mengukur efektivitas KOL dalam mempromosikan Dairyland Farm Theme&#13;
Park menggunakan pendekatan EPIC Model yang dikembangkan oleh The Nielsen Company,&#13;
yang terdiri atas empat variabel: empathy, persuasion, impact, dan communication. Hasil&#13;
analisis menunjukkan skor empathy sebesar 4,32, persuasion 4,17, impact 3,73, dan&#13;
communication 4,31. Meskipun seluruh variabel berada dalam rentang “sangat efektif”&#13;
berdasarkan skala efektivitas, variabel impact memiliki nilai paling rendah, yang&#13;
mengindikasikan perlunya peningkatan dalam aspek daya pengaruh konten terhadap audiens.&#13;
Nilai rata-rata EPIC rate sebesar 4,10 juga menunjukkan bahwa secara keseluruhan promosi&#13;
melalui KOL tergolong sangat efektif. Rekomendasi yang diberikan mencakup penguatan&#13;
konten berdampak secara emosional, pemilihan KOL yang sesuai dengan target audiens, serta&#13;
evaluasi rutin berdasarkan empat dimensi EPIC. Hasil ini diharapkan dapat menjadi acuan&#13;
strategis dalam pengembangan promosi digital Dairyland secara lebih optimal.&#13;
Kata Kunci: EPIC Model, Key Opinion Leader, Media Promosi.</mods:abstract><mods:classification authority="lcc">Manajemen pemasaran</mods:classification><mods:classification authority="lcc">Manajemen</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2025-07-22</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Pakuan;Fakultas Ekonomi dan Bisnis</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_10779"><mets:rightsMD ID="rights_eprint_10779_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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