EPIC Model Analysis of Tiktok @lifewithbsi and Its Impact on the Decision to Use the BYOND by BSI

This study evaluates the efficacy of the EPIC Model component (empathy, persuasion, impact, and communication) through the Tiktok platform @lifewithbsi in the context of promotional strategies and their impact on the decision to use the BYOND by BSI application. The research is motivated by the underutilization of Tiktok by BSI despite the platform’s high popularity as a promotional medium. A quantitative associative method was employed, with data collected through a survey administered to 190 participants. The data were analyzed using the EPIC Model effectiveness framework and multiple linear regression techniques. The findings reveal that all EPIC Model dimensions achieved an adequate level of effectiveness; however, only the persuasion and communication components contributed significantly to the decision to use the BYOND by BSI application. Practical recommendations for BSI emphasize the urgency of enhancing communicative and persuasive strategies in digital marketing content to strengthen application adoption rates.