Pengaruh Terpaan Iklan Televisi terhadap Brand Awareness

Abstract

Abstract: The purpose of this study was to analyze the effect of television advertising exposure on brand awareness in students of Multi Media Mandiri Vocational School. The theory used in this research is advertising, the function of advertising, advertising, television advertising, advertising exposure, and brand awareness. This research uses a quantitative approach by distributing questionnaires to 83 respondents with the type of explanatory research. Television adverts which are the subject of research discussed in this study are "Teacher Achievement Teacher" Ads. Likewise with the Brand Awareness variable, it can be expressed very strongly. Based on the research results, it is known that there is a very strong relationship between Exposure of Television Advertising to Brand Awareness so that it can be said that Exposure of Television Advertising can affect Brand Awareness which means Teacher's Room Television Advertising version of "Outstanding Teacher" has a very strong influence on Brand Awareness. i.e. Students of Al-kamal Multi Media Mandiri Vocational School 2017 - 2019.

Abstrak: Tujuan dari penelitian ini adalah untuk menganalisis pengaruh terpaan iklan televisi terhadap brand awareness pada siswa/i SMK Multi Media Mandiri. Teori yang digunakan dalam penelitian ini adalah periklanan, fungsi periklanan, iklan, iklan televisi, terpaan iklan, dan brand awareness. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 83 responden dengan jenis penelitian eksplanatif. Iklan televisi yang menjadi subjek penelitian dibahas dalam penelitian ini adalah  Iklan Ruang Guru vesi “Guru Berprestasi”. Begitu pula dengan variabel Brand Awareness, dapat dinyatakan sangat kuat. Berdasarkan hasil penelitian, diketahui terdapat hubungan yang sangat kuat antara Terpaan Iklan Televisi terhadap Brand Awareness sehingga dapat dikatakan bahwa Terpaan Iklan Televisi bisa mempengaruhi Brand Awareness yang berarti Iklan Televisi Ruang Guru versi “Guru Berprestasi” berpengaruh sangat kuat terhadap Brand Awareness. yaitu Siswa/I SMK Multi Media Mandiri Al-kamal Tahun Ajaran 2017 – 2019