EFFECTIVENESS OF ONLINE ADS SHOP SHOPEE “SEPEDANYA MANA” AND BUKALAPAK “NEGO CINCAI” WITH EPIC MODEL

Abstract

This study is aimed to know the differences in advertising effectiveness on television between Shopee and Bukalapak by EPIC Model. Regarding this research involve two categorize so the sample for each is 33 and the data used is primary by spreading a list of questions. The analyzed used independent sample t-test because there are two differences object, Shopee and Bukalapak and E{IC model used for measuring advertising effectiveness. The testing instrument covers the validity, reliability, normality and homogeneity. From independent sample t- test, we get that there are not differences of advertising effectiveness between Shopee and Bukalapak and this is suitable with the EPIC rate that gives the same result, both of them have position effective categorized on continuum line, but Shopee has EPIC rate 3,58 bigger than Bukalapak 3,44. For each dimension of EPIC, Shopee has empathy rate 3,65, persuasion rate 3,65, impact rate 3,52 and communication rate 3,51, meanwhile Bukalapak has empathy rate 3,65, persuasion rate 3,46, impact rate 3,43 and communication rate 3,21. From that EPIC rate seem that empathy dimension of television advertisement between both Shopee and Bukalapak have the biggest EPIC rate and followed by persuasion, impact, and communication.