Peran dan Efektivitas Iklan di Media Sosial Sebagai Media Pemasaran Produk - Sebuah Tinjauan Literatur

Abstrak

Sales is an important aspect in the sustainability of a business. Sales increase needs to be done so that entrepreneurs get maximum profit. One of the channels to increase product sales is by placing advertisements on social media. This article aims to determine the effectiveness of advertising on social media on the level of sales of advertised products. The research was conducted using a literature study method by collecting, reading, comparing, and analyzing a number of fifteen articles from various scientific journals. Of the fifteen literatures that were collected, read, compared, and analyzed, the majority of studies
used the EPIC Model to examine the effectiveness of advertising on social media. While others use the AIDA Model and Direct
Rating Method approaches. Despite using different methods, all studies show that advertising on social media has an effective
and very effective impact as a product marketing medium.