Pengaruh Iklan “Welcome To Resso” di Youtube terhadap Brand Awareness Resso

Abstract

A brand is always not spared from the name of promotion, especially for new brands that aim to grow brand awareness. One of the media used to promote new brands is advertising. The purpose of this study was to determine the effect of the "welcome to Resso" ad on YouTube on Resso's brand awareness. This research uses a quantitative approach using survey methods. The paradigm in this study uses the positivism paradigm. The theory used in this research is stimulus response theory (S-R). The data collection technique of this study used a questionnaire, by distributing questionnaires to 133 respondents and the sampling technique used in the study was non-probability sampling using purposive sampling technique where the selected respondents had to fit certain criteria. This study was analyzed using the T test, Pearson correlation test, simple linear regression, and the coefficient of determination. Based on the results of the hypothesis of this study it can be stated the influence of "welcome to Resso" advertising on Resso brand awareness.