Dari Iklan ke Ingatan: Korelasi Terpaan Iklan Bukalapak Harbolnas dengan Brand Awareness Wanita Karir PT. Indonesia Power UP Semarang

Abstract

This study was conducted to determine whether there is a correlation between exposure to Bukalapak advertisements on the National Online Shopping Day version and brand awareness among career women at PT. Indonesia Power UP Semarang. The method used was quantitative using a survey, by distributing questionnaires among women working at PT. Indonesia Power UP Semarang. The results of the study obtained a determination coefficient value of 0.755 or 75.5%, which indicates that exposure to advertisements affects brand awareness among career women at PT. Indonesia Power UP Semarang. Exposure to Bukalapak advertisements on the "National Online Shopping Day" version has a positive and significant effect on brand awareness. Furthermore, the results of this study also show that 25% of the influence of the variable of exposure to advertisements on brand awareness is influenced by other factors that are not proposed in this study. As is known in the marketing mix, marketing can be influenced by product, price, promotion, and place.

Keywords: Communication, Exposure to Advertisements, Hypodermic Needle Theory, Brand Awareness