@phdthesis{digilib66928,
           month = {August},
           title = {PENGARUH TERPAAN IKLAN PINJAMAN ONLINE DI YOUTUBE TERHADAP BRAND AWARENESS APLIKASI ADAKAMI  (SURVEY PADA MAHASISWA DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 17107030118 Ahmad Labib Mundzir},
            year = {2024},
            note = {Pembimbing: Dr. Yani Tri Wijayanti, S.Sos, M.Si.},
        keywords = {Advertising Exposure, Brand Awareness, Adakami},
             url = {https://digilib.uin-suka.ac.id/id/eprint/66928/},
        abstract = {This study aims to determine the effect of exposure to online loan advertisement on
Youtube on brand awareness of the Adakami application for students in the
Province of Yogyakarta. The rapid development of the internet, making all the
needs of the society can be easily fulfilled. One of the conveniences in the financial
sector is online lending. Many online loan companies offer their services through
Youtube online video platform such as Adakami. Adakami utilizes advertisements
to inform all the conveniences and advantages of the services offered. This research
uses quantitative methods with Stimulus-Response theory. The research used a
survey method with a questionnaire as a data collection measurement tool. The
survey was conducted to 100 respondents who are students of Yogyakarta Special
Region Province using the simple random sampling method. Based on the results
of the simple regression test using SPSS version 24, the effect of advertising
exposure was 57,2\% while the other 42,8\% was caused by other variables. The
significance value obtained is 0,000 {\ensuremath{<}} 0,05 so it can be concluded that Ho rejected
and Ha is accepted}
}