Pengaruh Terpaan Pesan Iklan Zilingo Versi Siapa Sih Lo di Youtube Terhadap Kesadaran Merek Konsumen (Studi pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2016)

At the beginning of the launch, the Zilingo in Indonesia did an aggressive marketing through an ad which was released on Youtube (#siapasihloversion) to attract the attention of the public. This advertisement is believed to has a significant message appeal in influencing and increasing brand awareness of the Zilingo. This research examines the effect of Zilingo ad messages (#siapasihlo ads version)exposure on YouTube (X) towards consumer brand awareness (Y). The research was conducted on Communication Sciences students of Muhammadiyah University of Malang class 2016 who have watched Zilingo adverts #siapasih lo version). There are two theories used in this research as references, they are the hypodermic needle theory and the advertising exposure process model. Hypodermic needle theory explains that the media has immense influence on the audience. While the latter theorypoints out that after being exposed to advertising, the audience will most likely grow a particular stance on a brand or in other words, the occurrence of brand awareness processes. Both theories will also be tested whether or not they have relevances to this research. This research used a quantitative approach with explanatory type of research. Asfor the sampling technique, this research used the simple random sampling technique. Whereas the data were analyzed using the simple linear regression analysis technique with correlation coefficient, t test and coefficient of determination. This research shows that through the calculation of t test or partial calculation between exposure to Zilingo advertisement messages on YouTube (X) with consumer brand awareness (Y) showed significant results t (0,000) 1.986. While based on the coefficient of determination, this study shows that the value of the coefficient of determination (R2) is 0.576. So this explains that the effect of exposure to Zilingo ad messages on YouTube (X) on consumer brand awareness (Y) is 57.6% and the remaining 42.4% is influenced by other variables which are not discussed in this research. The results above show that this research is still relevant to hypodermic needle theory and the Advertising Exposure Process Model which is the exposure of Zilingo advertisement message on YouTube (#siapasihloversion) do influences consumer brand awarenes