Pengaruh Sex Appeal Advertising terhadap Brand Awareness (Studi Iklan Vibe Versi Young Lex)

Abstract

This study aims to determine the effect of sex appeal advertising on brand awareness of Vibe brand alcoholic beverages. This type of research is an experiment with a one group pre-posttest design which is a research with a paradigm where a group measures brand awareness of a brand and then gives them treatment and then observes the results. The treatment given was in the form of exposure to video advertisements which were carried out for 3 consecutive days and then measurements were taken regarding the brand awareness of the alcoholic beverage brand using a scale. The population in this study were men aged over 17 years. The number of samples is 30 respondents. Sampling using a non-probability technique type purposive sampling. The data analysis technique is in the form of Contingency Coefficient Analysis to determine the effect of sex appeal advertising on brand awareness of the Vibe alcoholic beverage brand. The results showed that there was an effect of sex appeal advertising on brand awareness of the Vibe alcoholic beverage brand, seen from the contingency coefficient value of 0.037. The results of the study also showed that the alcoholic beverage brand Vibe was Top of Mind with 33.3% of the research subjects' votes