<mets:mets OBJID="eprint_11100" 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="2026-07-29T14:38:24Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Pakuan</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_11100_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Efektivitas Iklan di Media Sosial Pada Produk Fashion This &#13;
is April</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Rohiqim</mods:namePart><mods:namePart type="family">Makhtum</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">Buntoro Heri</mods:namePart><mods:namePart type="family">Prasetya</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Rohiqim Makhtum NPM: 021121297, Efektivitas Iklan di Media Sosial Pada Produk Fashion This &#13;
is April, di bawah bimbingan: Sri Hidajati Ramdani dan Bayu Dwi Prasetyo, 2025.&#13;
Efektivitas iklan adalah tingkat keberhasilan pada sebuah iklan dalam mencapai tujuannya. &#13;
Efektivitas iklan menunjukan seberapa efektif iklan tersebut mampu mempengaruhi perasaan, &#13;
tindakan, dan fikiran audiens, dimana konsumen dapat mengingat pesan iklan yang disampaikan &#13;
sebagaimana yang diinginkan perusaahan yang dapat meningkatkan minat beli konsumen atau &#13;
bahkan menggerakkan minat belinya. Penelitian ini bertujuan untuk menganalisis tingkat perbedaan &#13;
efektivitas iklan antara media sosial Instagram dan TikTok This is April. Metode data yang digunakan &#13;
dalam penelitian ini adalah dengan melakukan uji validitas dan uji reliabilitas yang diolah dengan &#13;
menggunakan IBM SPSS Statistic 26, serta menggunakan EPIC Model dengan cara menghitung &#13;
analisis tabulasi sederhana, menghitung skor rata-rata dan menghitung nilai EPIC Rate. Hasil &#13;
penelitian menunjukan bahwa keseluruhan instrumen penelitian telah valid dan reliabel, dari hasil &#13;
analisis menggunakan EPIC Model menunjukan bahwa seluruh instrumen pada penelitian ini berada &#13;
pada rentang skala yang efektif. Dengan hasil EPIC Rate sebesar 4,25 pada media sosial Instagram &#13;
dan sebesar 4,03 pada media sosial TikTok, hal ini menunjukan bahwa iklan yang diunggah oleh &#13;
akun media sosial Instagram lebih efektif dibandingkan dengan iklan di media sosial TikTok. &#13;
Kata Kunci: Efektivitas Iklan, EPIC Model, Instagram, TikTok, Fashion</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;Program Studi Manajemen</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_11100"><mets:rightsMD ID="rights_eprint_11100_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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