This study was aimed to find out the effectiveness of Telkomsel SMS advertising
using EPIC Model, and to find out the influence of SMS advertising to perception and purchasing
interest partially and simultaneously. The method used was descriptive verification with
purposive sampling technique. Then the data was analyzed using path analysis. The results
showed that the effectiveness of Telkomsel SMS advertising using EPIC model has 3.58 EPIC
rate. Meanwhile, the influence of SMS advertising to customer perception was 40.6%, customer
perception to purchasing interest was 25.6%, and SMS advertising to purchasing interest of
Telkomsel sim card users was 19.4%.