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/).

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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  -