Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Content and Engagement
Auryn Nathania Soputra
Communication Science Department Petra Christian University
Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Effectiveness of #FeelThePower Campaign Message on the Followers of Azarine Cosmetic’s Instagram Account Auryn Nathania Soputra; Astri Yogatama; Ido Prijana Hadi
Journal of Content and Engagement Vol 1 Issue 1 (2023): April 2023
Publisher : Communication Science Department - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.1.1.18-32

Abstract

Effectiveness can be interpreted as the result or influence that arises from a communication process, namely attitudes, behavior, and responses from a communicant whether desired or not desired. The purpose of this research is to find out the effectiveness of the #FeelThePower campaign message for Azarine cosmetic Instagram followers which aims to make customers feel the power that comes from Azarine's ingredients and inner strength to stay confident and always give the best for yourself. This campaign is carried out by launching new products and collaborating with Disney Marvel. Measurement of effectiveness is carried out using the AIDA measurement method (Attention, Interest, Desire, Action). Data was collected by distributing questionnaires to 100 respondents using a purposive sampling technique. Based on research results, the message of the #FeelThePower campaign is categorized as effective. Of the four indicators, the attention stage has the highest mean value, which means that the respondent's attention to the campaign message is the highest compared to other indicators.
Co-Authors Astri Yogatama Ido Prijana Hadi