| This research aims to determine respondent’s assessment of the use of popular song in the ad to the consumer purchase interest. The other reason, this study aimed to investigate the influence between the use of popular song in the ad to the consumer purchase interest. In its examination, the researcher uses EPIC model (emphaty, persuasion, impact and communication) as independent variable, and purchase interest as dependent variable. Data used are primary data, wit survey method for collected data. Survey conducted by dividing the student of Atma Jaya University questionnaires to 100 respondents. The sampling method used a non probability sampling wit convenience sampling technique. Convenience sampling is the sample collection techniques based on availability of members of certain populations. Methods of data analysis using the Pre-Test (validity test and reliability test), coefficient determination, multiple regression anaylisis. Analysis results showed there is positive between independent variables (empathy, persuasion, impact and communication) to dependet variables (purchase interest). Analysis of the effect between the advertisements using popular songs to the consumer purchase interest together who have a significant influence. Advertisements using popular songs to consumer purchase interest partially who have a significant influence. |