The effectiveness of short message service advertising using EPIC model on consumer perception and purchase intention

Abstract

This study was aimed to find out the effectiveness of Telkomsel SMS advertising using EPIC Model, and to find out the influence of SMS advertising to perception and purchasing interest partially and simultaneously. The method used was descriptive verification with purposive sampling technique. Then the data was analyzed using path analysis. The results showed that the effectiveness of Telkomsel SMS advertising using EPIC model has 3.58 EPIC rate. Meanwhile, the influence of SMS advertising to customer perception was 40.6%, customer perception to purchasing interest was 25.6%, and SMS advertising to purchasing interest of Telkomsel sim card users was 19.4%.