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Analysis of the Effectiveness of Instagram (@jinawigreens) as a Digital Marketing Communication Media for Jinawi Farm Hidroponik Karanganyar

Analisis Keefektifan Instagram (@jinawigreens) Sebagai Media Komunikasi Pemasaran Digital Jinawi Farm Hidroponik Karanganyar

Jurnal Sosial Ekonomi Pertanian · Vol. 19 No. 3 (2023) · pp. 245–258

DOI
10.20956/jsep.v19i3.27512
ISSN
2598-5922, 0853-8395
Published
2023-10-12
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by-nc/4.0

Abstract

English

Jinawi Farm Hidroponik is one of the businesses that develops hydroponic agricultural products into healthy food preparations in the form of vegetable salads. Of course, a marketing communication activity is needed in developing its business, one of which is through Instagram social media (@jinawigreens). The effectiveness of the Instagram account @jinawigreens as a digital marketing communication medium, can be influenced by the characteristics of the messages conveyed in it. Therefore, it is necessary to measure the effectiveness of Instagram, as well as the effect of message characteristics on its effectiveness. The EPIC Model is used as a measuring tool for effectiveness in this study. The model measures effectiveness by using a communication approach through four critical dimensions, namely empathy, persuasion, impact, and communication. This study aims to 1) analyze the characteristics of social media messages on Instagram @jinawigreens. 2) Analyzing the effectiveness of Instagram @jinawigreens social media based on the EPIC Model. 3) Analyzing the influence of the characteristics of social media messages Instagram @jinawigreens on the effectiveness of Instagram as a digital marketing communication medium for Jinawi Farm Hydroponics based on the EPIC Model.

Bahasa Indonesia

Abstrak Jinawi Farm Hidroponik menjadi salah satu usaha yang mengembangkan produk pertanian hidroponik menjadi olahan pangan sehat berupa salad sayur. Tentunya diperlukan sebuah kegiatan komunikasi pemasaran dalam pengembangan usahanya, salah satunya melalui media sosial Instagram (@jinawigreens). Oleh karena itu, perlu dilakukan pengukuran keefektifan Instagram tersebut. EPIC Model digunakan sebagai alat ukur keefektifan dalam penelitian ini, yaitu model yang mengukur keefektifan dengan mengunakan pendekatan komunikasi melalui empat dimensi kritis (empati, persuasi, dampak, dan komunikasi). Penelitian ini bertujuan untuk 1) Menganalisis karakteristik pesan media sosial yang ada di Instagram @jinawigreens. 2) Menganalisis keefektifan media sosial Instagram @jinawigreens berdasarkan EPIC Model. 3) Menganalisis pengaruh karakteristik pesan media sosial Instagram @jinawigreens terhadap keefektifan Instagram sebagai media komunikasi pemasaran digital Jinawi Farm Hidroponik berdasarkan EPIC Model. Hasil penelitian menunjukkan bahwa tingkat keefektifan Instagram yang diperoleh dari hasil EPIC Rate sebesar 3,74 yaitu berada pada rentang skala keputusan 3,41 – 4,20 yang memiliki makna efektif. Kata Kunci: Komunikasi Pemasaran Digital; Instagram; Hidroponik.

Keywords

Collaboration network of the authors

23 authors · 59 co-authorship links

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  • Gunadarma University
  • Affiliation unknown
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Show as table
Co-authorOrganisationJoint articles
Suwarto SuwartoAffiliation unknown2
Sugihardjo SugihardjoAffiliation unknown2
Suminah SuminahAffiliation unknown2
Amalia Nadifta UlfaAffiliation unknown1
Widiyanto WidiyantoAffiliation unknown1
Indah NurhidayatiAffiliation unknown1
Haryani SaptaningtyasAffiliation unknown1
Agung WibowoGunadarma University1
Joko WinarnoAffiliation unknown1
Sapja AnantanyuAffiliation unknown1
Suryono SuryonoAffiliation unknown1
Shabila SekarwatiAffiliation unknown1
Eny LestariAffiliation unknown1
Winnita SherlyndaAffiliation unknown1
Moh Rizwan RizalAffiliation unknown1
Umi HanifahAffiliation unknown1
Muhammad Gilang Nur AlifAffiliation unknown1
Bunga KiranaAffiliation unknown1
Dwiningtyas PadmaningrumAffiliation unknown1
Nur Rahmatul MahshunahAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Analysis of the Effectiveness of Instagram (@jinawigreens) as a Digital Marketing Communication Media for Jinawi Farm Hidroponik Karanganyar</dc:title>
	<dc:title xml:lang="id">Analisis Keefektifan Instagram (@jinawigreens) Sebagai Media Komunikasi Pemasaran Digital Jinawi Farm Hidroponik Karanganyar</dc:title>
	<dc:creator xml:lang="en">Pravina, Tiara Octari</dc:creator>
	<dc:creator xml:lang="en">Widiyanti, Emi </dc:creator>
	<dc:creator xml:lang="en">Permatasari, Putri</dc:creator>
	<dc:creator xml:lang="id">Pravina, Tiara Octari</dc:creator>
	<dc:creator xml:lang="id">Widiyanti, Emi </dc:creator>
	<dc:creator xml:lang="id">Permatasari, Putri </dc:creator>
	<dc:subject xml:lang="id">Komunikasi Pemasaran Digital; </dc:subject>
	<dc:subject xml:lang="id">Instagram; </dc:subject>
	<dc:subject xml:lang="id">Hidroponik.</dc:subject>
	<dc:subject xml:lang="en">Digital Marketing Communication;</dc:subject>
	<dc:subject xml:lang="en">Instagram;</dc:subject>
	<dc:subject xml:lang="en">Hydroponic.</dc:subject>
	<dc:description xml:lang="en">Jinawi Farm Hidroponik is one of the businesses that develops hydroponic agricultural products into healthy food preparations in the form of vegetable salads. Of course, a marketing communication activity is needed in developing its business, one of which is through Instagram social media (@jinawigreens). The effectiveness of the Instagram account @jinawigreens as a digital marketing communication medium, can be influenced by the characteristics of the messages conveyed in it. Therefore, it is necessary to measure the effectiveness of Instagram, as well as the effect of message characteristics on its effectiveness. The EPIC Model is used as a measuring tool for effectiveness in this study. The model measures effectiveness by using a communication approach through four critical dimensions, namely empathy, persuasion, impact, and communication. This study aims to 1) analyze the characteristics of social media messages on Instagram @jinawigreens. 2) Analyzing the effectiveness of Instagram @jinawigreens social media based on the EPIC Model. 3) Analyzing the influence of the characteristics of social media messages Instagram @jinawigreens on the effectiveness of Instagram as a digital marketing communication medium for Jinawi Farm Hydroponics based on the EPIC Model.</dc:description>
	<dc:description xml:lang="id">Abstrak
Jinawi Farm Hidroponik menjadi salah satu usaha yang mengembangkan produk pertanian hidroponik menjadi olahan pangan sehat berupa salad sayur. Tentunya diperlukan sebuah kegiatan komunikasi pemasaran dalam pengembangan usahanya, salah satunya melalui media sosial Instagram (@jinawigreens). Oleh karena itu, perlu dilakukan pengukuran keefektifan Instagram tersebut. EPIC Model digunakan sebagai alat ukur keefektifan dalam penelitian ini, yaitu model yang mengukur keefektifan dengan mengunakan pendekatan komunikasi melalui empat dimensi kritis (empati, persuasi, dampak, dan komunikasi). Penelitian ini bertujuan untuk 1) Menganalisis karakteristik pesan media sosial yang ada di Instagram @jinawigreens. 2) Menganalisis keefektifan media sosial Instagram @jinawigreens berdasarkan EPIC Model. 3) Menganalisis pengaruh karakteristik pesan media sosial Instagram @jinawigreens terhadap keefektifan Instagram sebagai media komunikasi pemasaran digital Jinawi Farm Hidroponik berdasarkan EPIC Model. Hasil penelitian menunjukkan bahwa tingkat keefektifan Instagram yang diperoleh dari hasil EPIC Rate sebesar 3,74 yaitu berada pada rentang skala keputusan 3,41 – 4,20 yang memiliki makna efektif.
Kata Kunci: Komunikasi Pemasaran Digital; Instagram; Hidroponik.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2023-10-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/27512</dc:identifier>
	<dc:identifier>10.20956/jsep.v19i3.27512</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 19 No. 3 (2023): October, 2023; 245-258</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 19 No 3 (2023): Oktober, 2023; 245-258</dc:source>
	<dc:source>2598-5922</dc:source>
	<dc:source>0853-8395</dc:source>
	<dc:language>en</dc:language>
	<dc:language>id</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jsep/article/view/27512/10232</dc:relation>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-nc/4.0</dc:rights>
</oai_dc:dc>