The Effect of Social Media Effectiveness on MSMEs Marketing

Abstract

This study was conducted to assess and compare the effectiveness of small and medium-sized food enterprise (MSMEs) advertisements in Palembang on advertising services on Youtube, Facebook, and Instagram. This assessment and comparison is carried out to determine the extent of the effectiveness of advertising promotions and to find out which social media has the highest level of effectiveness in advertising services. Using random sampling, it was found that 60 research samples looked at Micro Small Medium Enterprises (MSMEs) promotional advertising services on Youtube, Facebook, and Instagram. The research stages started from testing the reliability and validity of the questionnaire, determining the scale range of the study in assessing the effectiveness, tabulating the data by looking for the average value of each dimension in the empathy, persuasion, interest, and communication (EPIC) model, then calculating the EPIC rate to determine the effectiveness value of advertisements promoted on social media. The result is that advertisements on the three social media are very effective, seen from the EPIC rate which is on a very effective scale range. EPIC rate for Instagram is 3.3, Facebook is 3.26, and Youtube is 3.28. The highest EPIC rate of 3.3 on Instagram means that Instagram is more effective than Youtube, which is in second place, and the last is Facebook. MSMEs in Palembang are right to choose these three social media as promotional media.