Analisis Pengaruh Efektivitas Iklan Tiktok Cokelat Snickers Versi Mingyu #Lobedakalololaper dengan Pendekatan Epic Model Terhadap Minat Beli pada Followers Tiktok @snickers.idn

Abstract

Advances in digital technology have had a significant impact on changes in marketing strategies, including in the chocolate industry. An increasingly competitive market has driven PT Mars Chocolate to continue innovating in the marketing of its products, one of which is through the use of the social media platform TikTok as an advertising medium. On April 22, 2025, Snickers Chocolate released its latest ad with the hashtag #LoBedaKaloLoLaper. This study aims to analyze the impact of the effectiveness of the Snickers Chocolate TikTok ad featuring Mingyu #LoBedaKaloLoLaper based on the EPIC Model approach on the purchase intent of followers of the TikTok account @snickers.idn. This study employs a quantitative method within a positivist paradigm. Data collection was conducted using a questionnaire distributed to 100 respondents who served as the sample for this study. The results of the study indicate that the Snickers Chocolate ad campaign #LoBedaKaloLoLaper was effective. Each variable in the EPIC Model received an average score: 4.07 for Empathy, 4.17 for Persuasion, 4.19 for Impact, and 4.19 for Communication, resulting in an overall score of 4.15. Furthermore, the variables Empathy, Persuasion, Impact, and Communication were found to have a simultaneous effect on the Purchase Interest variable. This study also has limitations: research on the influence of advertisements can be conducted not only using a quantitative approach but also using qualitative methods. Therefore, future research is recommended to conduct a more in-depth study by exploring individual perceptions of an advertisement