Effectiveness of Using Instagram as a Promotion Media in the Era of the Covid-19 Pandemics

Abstract

The development of digital technology is an opportunity for business owners to market their products using social media or digital marketing. Digital marketing is a promotional activity and reaches a broader market to develop businesses. The FOS Food Mojokerto restaurant also employs the use of social media to carry out online promotions. This study aimed to measure Instagram's effectiveness as a promotional medium at FOS Food Mojokerto Restaurant in the Covid 19 pandemic era and analyze the effect of promotion on sales volume of FOS Food Mojokerto Restaurant in the Covid 19 pandemic era. FOS Food is a business engaged in seafood culinary which was founded in 2015 and became the pioneer of the first seafood processing company in Mojokerto by carrying out the concept of eating seafood at the table. Incidental sampling technique to 108 respondents was used in this study. The results showed that using Instagram social media as a promotional medium by FOS Food Restaurant using the EPIC model was categorized as effective, which was on an effective scale of 3.41-4.21. The EPIC rate result was 3.975 from the average value of the dimensions of empathy, persuasion, impact, and communication. The effect of promotion on sales volume does consider less effective because the respondents' answers show a value of 36.1% disagree, 30.6% quite agree, and 2.99 on average.