Pengaruh Terpaan Iklan Brand Makeup “Barenbliss” di Platform Tiktok Terhadap Brand Awareness Pada Remaja Di Kota Denpasar

Abstrak

One of the strategies used to increase consumer awareness of a brand is to advertise the products owned by the brand. Advertising a product can be done on various platforms, even now TikTok social media can be used to advertise. This research is based on the theory of stimulus - organism - response (S-O-R), where the stimulus in this study is exposure to Barenbliss makeup brand advertisements, teenagers in Denpasar City as organisms and brand awareness as a response. Based on this, this study aims to explain the effect of exposure to Barenbliss makeup brand advertisements on the TikTok platform with indicators of Frequency, Duration, and Intensity in increasing brand awareness among teenagers in Denpasar City. The method used in this research is a survey method and the data is collected by distributing questionnaires online via Google Form. The sample in this study amounted to 100, with a sampling technique in the form of nonprobability sampling. All data collected was analyzed using simple linear analysis. After analyzing, a significant relationship was found using the T test calculated with a margin of error of 5%. The calculated t value is 17.705 in the test results, determined to be greater than the t table value of 1.980. The results of this study indicate that exposure to Barenbliss makeup brand advertisements has a positive influence of 76.2% in increasing brand awareness.