Efektivitas Iklan Youtube Tolak Angin Versi Ramadhan 1445 H Menggunakan Epic Model pada Masyarakat Kota Semarang
DOI:
https://doi.org/10.63822/4w4d1w70Keywords:
Ad Effectiveness, EPIC Model, SOR Theory, YouTube, Marketing Communication, Tolak AnginAbstract
This study evaluated the effectiveness of the Ramadan 1445 H edition of YouTube Tolak Angin advertising in Semarang City using the EPIC Model (Empathy, Persuasion, Impact, Communication). Using a descriptive quantitative method, data were collected from 100 respondents through an online questionnaire and analyzed with a partial T test in SPSS 27. The results showed effective advertising with an average EPIC score of 3.92, where all dimensions had a positive and significant effect, especially Communication. Based on the S-O-R theory, advertising triggers consumer empathy and confidence, which drives purchase intent, information searching, and increased brand awareness.
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Copyright (c) 2025 Muhamad Raihan Pradipta Putra, Urip Mulyadi (Author)
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