ANALISA EFEKTIVITAS KAMPANYE IKLAN DIGITAL TERHADAP MINAT PASAR PADA PROGRAM PELATIHAN RENANG CLUB BIATHLON DENGAN METODE BINARY LOGISTIC REGRESSION

Abstrak

The Biathlon Club is a part of the swimming, swimming and physical training, middle distance swimming and running, swimming and physical training, middle distance swimming and running, athletics, physical training, Swimming, running intermediate and physical training which are all the basis of biathle training (middle distance swimming and running). Because the number of club members is still below 150 and has not yet reached the expected income target, the management will market the Swimming Club under the Biathlon Club to increase the number of participants and make it more widely known. There are many methods used for marketing, one of which is the digital advertising campaign method, but before it is carried out within a certain target time and periodically, its effectiveness must first be analyzed in attracting customer interest. The method taken is to advertise one short videos with a maximum duration of 53.85 seconds regarding the swimming training offered. Digital advertising is carried out on two social media, namely Tiktok and Instagram. Achieving a high target market reach through "clicks on advertisements" is a measure of market interest in the advertisements displayed.value propositionresulting from the effective use of digital advertising campaigns in marketing the services offered by the club. The theme of this research is: Evaluating Advertising Campaign Performance: Binary Logistic Regression Framework - Assessing the effectiveness of digital advertising campaigns by predicting the likelihood of user engagement (market interest) through binary logistic regression. The research method was carried out to analyze the effectiveness of digital advertising on interest. The market regarding participation in the Swimming Club is using the Binary Logistic Regression Method with Python and obtained two market results based on Tiktok and Instagram ads. The reach of Instagram ads is 1148 people for 2 days and Tiktok ads is 3021 people for 2 days, all areas are set in Jakarta with a specific target market, namely people who like sports, swimming, fitness and physical exercise. In Instagram ads, Variable With this method, club managers can find out the level of effectiveness of using digital advertising to achieve market response in a short time to fulfill the Club's marketing needs. Along with improving the quality of the club and meeting the maximum training needs of customers, in this case it isshared value (benefits involving shared values) that can be achieved jointly between club managers, coaches, parents and students.