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All Journal MATRIK : Jurnal Manajemen, Teknik Informatika, dan Rekayasa Komputer
I Gede Edy Artana Artana
Institut Teknologi dan Bisnis STIKOM Bali, Denpasar, Indonesa
Computer Science & IT

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Measuring Instagram Content Effectiveness in Digital Marketing usingthe EPIC Model and Direct Rating Method I Gede Edy Artana Artana; Evi Triandini Evi; Dandy Pramana Hostiadi Dandy
MATRIK : Jurnal Manajemen, Teknik Informatika dan Rekayasa Komputer Vol. 25 No. 2 (2026)
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/matrik.v25i2.4843

Abstract

Instagram has become known as one of the leading platforms in digital marketing, making it essential to systematically evaluate the effectiveness of the content presented to ensure successful communication strategies. This study aims to measure the effectiveness of Instagram content produced by Kayana Creative using the EPIC Model and the Direct Rating Method, two complementary evaluative approaches that assess content quality and audience reception. The research involved 100 respondents who follow the Kayana Creative Instagram account. Data collected using a Likert-scale questionnaire and analyzed quantitatively to assess the four EPIC dimensions. Empathy, Persuasion, Impact, and Communication, as well as the overall evaluation through the Direct Rating Method. The results indicate that Instagram content is effective, with an average EPIC score of 4.04. The Communication dimension scored highest, indicating that the audience clearly understood the content’s messages. Using the Direct Rating Method, respondents provided an overall score of 80.48, further confirming that the content effectively captures attention and delivers a positive user experience. This study provides practical contributions for developing content that is more relevant, communicative, and engaging, and theoretical contributions by reinforcing the use of the EPIC Model and the Direct Rating Method as complementary evaluative tools for assessing content effectiveness on social media within the digital marketing context.
Co-Authors Dandy Pramana Hostiadi Dandy Evi Triandini Evi