The Influence of Effectiveness Electronic Advertising with EPIC Model on Web Series toward Consumer Purchase Decisions on Tropicana Slim Stevia Products

ABSTRACT: YouTube is the most widely used social media in Indonesia. YouTube is currently used as a marketing tool for many companies. One of the companies promoted by displaying web series on YouTube channel is Tropicana Slim which has a web series titled “Sore” and “Janji”. The web series has been watched more than 600 thousand times on YouTube, campaigning for a healthy life as a marketing strategy. The packaging of the Tropicana Slim ad is made neatly in the class of widescreen films with the aim of motivating young people to live healthy lives, but with a large number of viewers does not have a significant impact on users of these products. In marketing, effective advertisement improvement is carried out with the EPIC Model approach with four dimensions used, namely Empathy, Persuasion, Impact, and Communication (EPIC). Based on the results of the study it can be seen that persuasion has the greatest influence on purchasing decisions. These results provide the conclusion that the web series must be able to make the audience interested in Tropicana Slim Stevia products and provide information about the benefits that can make the audience interested in other products of Tropicana Slim, and can make the audience have the desire to use the Tropicana Slim Stevia Products advertised in the series the “Sore” web.
KEYWORDS: Tropicana Slim Stevia products, YouTube, Advertising, EPIC model, consumer purchasing
decisions