PENGARUH TERPAAN IKLAN SOMETHINC "KULIT NGAMUK? CALM DOWN-IN AJA!" MELALUI YOUTUBE TERHADAP BRAND AWARENESS SOMETHINC (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2020 Universitas Muhammadiyah Malang)

Nowadays, local brand companies use many ways to build awareness of their brand, one way is through advertising on YouTube. Somethinc is a local brand that builds awareness of their brand through advertising on YouTube. This research aims to determine whether there is an influence of exposure to the advertisement "Kulit Ngamuk? CALM DOWN-in Aja!” via YouTube regarding Brand Awareness Somethinc. The theory used is the AIDA Model (Attention, Interest, Desire, Action) which is one hierarchy of effects theories of E. St. Elmo Lewis (1898). This theory states that this model is very useful in assessing the impact of advertising exposure by controlling every step of the audience's psychological transformation starting from the audience's awareness of seeing the advertisement, until the response received by the audience.
This research uses a quantitative approach with a survey method of communication science students class of 2020, Muhammadiyah University of Malang. With a population of 187 respondents, samples were taken using probability sampling techniques with simple random sampling of 65 respondents. Questionnaires were given to samples who met the criteria. The collected data will go through the hypothesis testing stage. Hypothesis testing uses SPSS version 23 software. The research results show that t_Count >t_Tabel or the equivalent of 10.093 > 1.670, which means that H_1 is accepted and H_0 is rejected. Apart from that, the Pearson Correlation results were positive, namely 0.756 and the determination test was 0.571 or 57.1%. So the results obtained from exposure to Somethinc advertising via YouTube have a significant effect on Somethinc brand awareness.