EFFECTIVENESS OF ADVERTISING THROUGH TIKTOK SOCIAL MEDIA USING THE EPIC METHOD (CASE STUDY ON TIKTOK @TIKTOKMATAHARI)

Abstract

This study is designed to evaluate the effectiveness of Matahari Department Store's advertising on TikTok through the application of the EPIC (Empathy, Persuasion, Impact, Communication) method. The research involves a sample of 202 respondents meeting specific criteria, including active TikTok usage, residency in DKI Jakarta, and an age range of 17-31 years. The assessment focuses on four key indicators—Empathy, Persuasion, Impact, and Communication—integral components of the EPIC Method. The findings reveal a high level of effectiveness in TikTok advertising using the EPIC Method, as evidenced by responses from followers of the @tiktokmatahari account. These outcomes contribute valuable insights to the understanding of successful advertising strategies on TikTok, offering implications for marketers and researchers in the dynamic landscape of social media marketing.