Aminah, Siti and Budi Fajar Supriyanto, S.Kom, M.Kom (2024) erbandingan Efektivitas Placement Iklan di Feed Facebook, Feed Instagram dan Stories. Diploma thesis, Universitas Brawijaya.
Abstract
Penelitian ini menganalisis dan membandingkan efektivitas iklan di Feed Facebook, Feed Instagram, dan Stories menggunakan metrik jangkauan (reach), jumlah click (clicks), biaya per click (CPC), dan rasio click-tayang (CTR) untuk "Usaha Kue Kering Nyomot-tin" di Malang, dengan target audiens 18-50 tahun. Data diambil selama tujuh hari melalui Facebook Ads Manager dengan anggaran harian IDR 20.000. Hasil menunjukkan Feed Facebook memiliki performa terbaik dengan rata-rata reach harian 1328,57, jumlah clicks tertinggi 61, CPC terendah Rp393,14, dan CTR 3,78%. Feed Instagram menunjukkan reach rata-rata 1262,57, CPC Rp531,43, dan CTR 3,29%. Stories memiliki performa terendah dengan reach 810,43, CPC Rp1.281, dan CTR 1,96%. Uji regresi menunjukkan jumlah click mempengaruhi CPC dengan R² sebesar 0,9023. Hasil kesimpulan menyarankan Feed Facebook sebagai placement iklan paling efektif dan efisien. Penelitian selanjutnya diharapkan memperluas variabel, melakukan segmentasi audiens yang lebih rinci, dan mengeksplorasi platform lain untuk hasil yang lebih komprehensif
English Abstract
This research analyzes and compares the effectiveness of advertising on Facebook Feed, Instagram Feed, and Stories using the metrics of reach, number of clicks, cost per click (CPC), and click-through rate (CTR) for "Nyomot Pastry Business -tin" in Malang, with a target audience of 18-50 years. Data is taken for seven days via Facebook Ads Manager with a daily budget of IDR 20,000. The results show that Facebook Feed has the best performance with an average daily reach of 1328.57, the highest number of clicks of 61, the lowest CPC of IDR 393.14, and a CTR of 3.78%. The Instagram feed shows an average reach of 1262.57, a CPC of IDR 531.43, and a CTR of 3.29%. Stories had the lowest performance, reaching 810.43, CPC IDR 1,281, and CTR 1.96%. The regression test shows that the number of clicks influences CPC with an R² of 0.9023. The results suggest that Facebook Feed is the most effective and efficient advertising placement. Future research is anticipated to examine additional platforms, segment the audience more precisely, and increase the number of variables for more thorough findings
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052417 |
| Uncontrolled Keywords: | Efektivitas Iklan, Facebook Ads, Instagram Ads, Cost per Click (CPC), Regresi-Advertising Effectiveness, Facebook Ads, Instagram Ads, Cost per Click (CPC), Regression |
| Divisions: | Program Vokasi > D3 Teknologi Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 21 Aug 2024 04:15 |
| Last Modified: | 21 Aug 2024 04:15 |
| URI: | http://repository.ub.ac.id/id/eprint/224432 |
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Text (DALAM MASA EMBARGO)
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