TERPAAN IKLAN LABORATORIUM TERHADAP BRAND AWARENESS PELANGGAN LABORATORIUM PENGUJIAN DI BBTPPI SEMARANG

Abstract

This article attempts to determine the exposure of testing laboratory advertisements on the Semarang Center for Industrial Pollution Prevention Technology (BBTPPI) website to Brand Awareness of BBTPPI Semarang Testing Laboratory customers. The research method used is quantitative. This research uses data obtained from the results of distributing questionnaires to respondents, namely customers of the Semarang Center for Industrial Pollution Prevention Technology (BBTPPI). The theoretical basis used in this research is Morissan's Stimulus Response (S – R) theory and Media Exposure theory. The research results show that exposure to advertisements for the BBTPPI Semarang testing laboratory via the website has an influence of 10.5% on Brand Awareness. This figure does not show a large influence, so it can be concluded that there are other variables outside of the variables that have been studied that have more influence on brand awareness of customers of the BBTPPI Semarang testing laboratory.

Keywords: Advertising Exposure, Stimulus Response Theory, Brand Awareness.