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The purpose of this research is to know the effectiveness of using Bali Go Live Channel as media promotion digital of Bali Tourism by using EPIC Model approach. Effectiveness measurement is done by obtaining value of empathy dimension, persuation dimension, impact dimension, and communication dimension from digital promotion conducted by Bali Go Live Channel to know how effective promotion is done. Determination of samples in this study using accidental sampling method as much as 100 respondents tourists. Data collection techniques used questionnaires and interviews. Data analysis technique in this research is quantitative descriptive analysis, validity and reliability analysis, simple tabulation analysis, and EPIC Model analysis. From the results of quantitative descriptive analysis can be seen that the measurement of dimensions empathy, dimension persuasion, dimension impact, and dimension communication entered in the range of effective scale. The results of this study show the use of Bali Go Live Channel as a digital promotion media of Bali tourism declared effective. This is shown from the EPIC Rate of 3.98 which fall into the effective category. Abstrak: Tujuan penelitian ini adalah untuk mengetahui efektivitas penggunaan Saluran Bali Go Live sebagai media promosi digital pariwisata Bali dengan menggunakan pendekatan EPIC Model. Pengukuran Efektivitas dilakukan dengan cara mendapatkan nilai dimensi empathy, dimensi persuation, dimensi impact, dan dimensi communication dari promosi digital yang dilakukan oleh Saluran Bali Go Live untuk mengetahui seberapa efektif promosi yang dilakukan. Penentuan sampel dalam penelitian ini menggunakan metode accidental sampling sebanyak 100 responden wisatawan. Teknik pengumpulan data menggunakan kuesioner dan wawancara. Teknik analisis data dalam penelitian ini adalah analisis deskriptif kuantitatif, uji validitas dan realibilitas, analisis tabulasi sederhana, dan analisis EPIC Model. Dari hasil analisis deskriptif kuantitatif dapat diketahui bahwa Pengukuran dimensi empathy, dimensi persuasion, dimensi impact, dan dimensi communication masuk dalam rentang skala efektif. Hasil dari penelitian ini menunjukkan penggunaan Saluran Bali Go Live sebagai media promosi digital pariwisata Bali dinyatakan efektif. Hal ini ditunjukkan dari nilai EPIC Rate sebesar 3,98 yang masuk dalam kategori efektif.

EFEKTIVITAS BALI GO LIVE SEBAGAI MEDIA PROMOSI DIGITAL PARIWISATA BALI