The Power Of Facebook In Advertising Product

Juwita, Oktalia

Abstract: Social media has its uniqueness in supporting marketing system which is the availability of clear defined system, along with the updated news feed to identify behavior of the target market. One of the most used social media site to support marketing system due to its comprehensiveness and highest growth of user is Facebook. Advertising in Facebook went booming since the launching of Facebook Marketplace Application for Classified Listing in May 2007. A lot of big and small scale companies start creating Facebook Page and manage it seriously. In particular, since Facebook launched Facebook Ads in November 2007, which feature was complimented with real time reporting. This application attracted more and more companies to allocate budget particularly to advertise their businesses via Facebook. Advertising in Facebook has the potential of continuous growth, both with simple model or Facebook Ads. Local SME (Small-Medium Enterprises =UKM) could also utilize Facebook to market their products. This research was conducted based on survey using Advertising Balance Scorecard (ABSC) method to measure effectiveness of advertisement. Perspectives being measured were objective perspective, creativity and execution perspective, media perspective. Respondent taken as target sample were SME entrepreneurs in fashion industry who have been using Facebook as their marketing media. Appraisal scale used to measure advertisement effectiveness was Likert scale range from 1 to 5. The effectiveness of advertising from the perspectives of ABSC was declared effective by the value obtained to determine the position of the Likert scale of 4, 20. Calculation results from each perspective were 4, 31 for objective perspective 4, 23 for creativity and execution perspective, and 4, 05 for media perspective. Objective perspective became the most dominant compare to other perspectives. As for reliability of Facebook as media to advertise product, it could be concluded based on 4, 28 score from the conducted analysis that Facebook was very reliable.