Main Article Content

Muhammad Abdul Muis
Juhari Juhari
Mila Rachmawati


This study aims to analyze about strategy effectivity of Empathy, Persuasion, Impact, and Communication (EPIC) PB Djarum. The used research methodology is a qualitative descriptive method with cross-section and primary data obtained from questionnaires, which is subsequently processed in the form of presentation of tables and charts. The used mechanical sampling is a purposive sampling method from data in 2020. The use of data analysis is using score calculation of EPIC method and calculation of effectivity level of it. The results of this study show that the variable Empathy score was 3.32 which is within the range of effective scale, variable Persuasion result of 3.26 is within the range of effective scale, variable Impact obtained a yield of 3.11 which is within the range of effective scale, Communication variables obtained results of 2.99 which is within the range of effective scale. These results indicate that strategy in the promotion of PB Djarum using EPIC method is effective as media promotion of PB Djarum. The overall value of empathy, persuasion, impact, communication on the EPIC rate is 3.17. It means the EPIC method is effective in promoting the films that will be shown at PB Djarum and can be used as one of the marketing tools.

Article Details

How to Cite
Abdul Muis, M., Juhari, J., & Rachmawati, M. (2021). ANALYSIS OF THE EFFECTIVENESS OF PB DJARUM ADVERTISING SCHOLARSHIP USING THE EPIC METHOD IN 2020. Dinasti International Journal of Management Science, 2(3), 347-359.


Abdullah and Tantri. 2014. Marketing Management. Rajagrafindo Persada Publisher. Depok.
Agatha Indah Febrianti, Sampurno Wibowo, Effectiveness of Ads and Events Based on the Epic Model Method. Journal of D3 Marketing Management.
Ball Donald A, Wendell H. McCulloch Jr, Paul L. Frantz, J. Michael Geringer, & Michael S. Minor. 2011. International Business: Challenges of Global Competition. Salemba Publisher Four. Jakarta.
Darmanto and Sri Wardaya. 2016. Marketing Management. Deepublish Publisher. Yogyakarta.
Dewi Rosa Indah, and Zenith Maulida. 2017. Analysis of the Effectiveness of Television Media Advertising Using the EPIC Model. Journal of the Faculty of Economics, Ocean University.
Febrina Syah Putri Nasution and Ama Suyanto. 2016. The Effectiveness of Social Media Advertising Using Epic Ac Nielsen on Cellular Operators in Indonesia. Journal of S1 Telecommunication and Informatics Business Management, Faculty of Economics and Business. general-2019-134-participants-appeared-in-stage-finals # gref accessed March 1, 2020
Indonesia Design Power Working Group, Ministry of Trade. 2008. Study of Indonesian Creative Industries. Publisher of the Ministry of Trade of the Republic of Indonesia. Jakarta.
Kotler, Philip, and Armstrong, Gary. 2014. Principles of Marketing, 12th Edition, Volume 1, Bob Sabran Translation. Erlangga Publisher. Jakarta.
Kotler, Philip, and Armstrong, Gary. 2012. Marketing Principles. Erlangga Publisher. Jakarta.
Kotler, Philip, and Armstrong, Gary. 2010. Marketing Management (3rd Edition). Erlangga Publisher. Jakarta.
Lupiyoadi, slow. 2013. Competency-Based Service Marketing Management (Edition 3). Salemba Publisher Four. Jakarta.
Machfoedz, Mahmud. (2010). Modern Marketing Communication. First Printing, Publisher Cakra Ilmu. Yogyakarta.
Morissan. 2010. Advertising. Publisher Kencana Prenada Media Group. Jakarta.
Muri Yusuf. 2014. Research methods: quantitative, qualitative, and combined research. First Edition. Kencana Publisher. Jakarta.
Nabila Amira and Iis Kurnia Nurhayati. 2019. The Effectiveness of the Sponsored Instagram Feature as an Advertising / Promotion Media (Study on Ads with the EPIC Model Method). Journal of S1 Communication Science, Faculty of Communication and Business, Telkom University.
Nielsen. Media Research. 2008. Publisher AC Nielsen Ads @ work. Jakarta.
Nur Hasanah. Lukito Edi Nugroho. Eko Nugroho. 2015. Effectiveness Analysis Social Network Advertising as a Promotion Media Using the EPIC Model. Journal of Gadjah Mada University, Yogyakarta.
PN Howard and MR Parks, 2012 Publishers of American Behavioral Scientist. Vol. 45 No. 3, November 2001 383-404.
Robbins, Stephen P., and Coulter, Mary. 2010. Tenth Edition Management. Jakarta: publisher Erlangga.
Sule, Ernie Tisnawati, and Kurniawan Saifullah. Introduction to Management. Prenadamedia Group Publishers. 2010. Jakarta.
Sugiarto. 2017. Business Research Methodology. Issue one. Yogyakarta Publisher: Andi.
Sugiono. 2016. Quantitative Research Methods, Qualitative, and R & D. Cet to 23.
Alfabeta Publisher, Bandung.
Tjiptono, Fandy. 2015. Marketing Strategy. Publisher CV Yogyakarta Andi Offset.
W Tripiawan. Husni Amani. and AT Wijaya. 2019. Effectiveness Analysis of Social Media Ads as A Promotional Media (Case Study: Instagram Taya. Id). Journal of Industrial Engineering Program. Telkom University. Bandung, Indonesia.
Wasisto Raharjo Jati. Volume 23 Number 1 2015 Pages 1-19. Demography Bonuss As Economic Growth Machine.