Pengaruh Iklan YouTube #TiketHariRaya terhadap Kesadaran Merek pada Aplikasi Tiket.com

Abstract

Advertising has an important role in building brand awareness in marketing strategy, current technological developments have caused the marketing model to change to digital. One of the digital marketing models is to advertise on social media, the aim is to provide information about a brand to the wider community. Providing information about a brand will lead to increased brand awareness among consumers. Brand awareness has an important role in the success of a company. In today's digital era, social media platforms such as YouTube are effective channels for promoting company brands or products. In this context, the aim of the study was to determine the effect of #TiketHariRaya YouTube ads on the brand awareness of the Tiket.com application among students of the Walisongo State Islamic University Faculty of Psychology and Health who are going home. This study uses a quantitative approach using Simple Linear Regression analysis. Data was taken by distributing questionnaires in the form of a google form which were filled in by respondents according to the criteria. The number of samples is 110 students. The results of the study show that #TiketHariRaya YouTube ads have a significant influence of 67% on brand awareness on the Tiket.com application. Through this advertisement, the Tiket.com company succeeded in increasing audience knowledge about the Tiket.com brand and increasing brand awareness among the target market. This discovery pays attention to the importance of YouTube advertising in building brand awareness and expanding brand reach in the increasingly competitive travel app industry. The benefit of this research is a guide for companies in planning an effective advertising strategy on the YouTube platform to increase brand awareness and maximize the use of the Tiket.com application.