Pengaruh Digital Out-of-Home Advertising Videotron di Stasiun Bogor terhadap Brand Awareness Coolvita

Abstract

Periklanan digital terus berkembang seiring kemajuan teknologi komunikasi, salah satunya melalui digital out-of-home advertising (DOOH) seperti videotron yang memanfaatkan layar LED di ruang publik. Videotron di Stasiun Bogor dinilai strategis karena tingginya mobilitas pengguna KRL, sehingga menjadi media efektif dalam menyampaikan pesan iklan. Brand awareness merupakan tahap awal dalam membentuk persepsi konsumen terhadap suatu merek, khususnya bagi produk baru seperti Coolvita Collagen Gummy yang membutuhkan strategi komunikasi yang tepat. Penelitian ini bertujuan untuk mengetahui pengaruh videotron di Stasiun Bogor terhadap brand awareness Coolvita. Penelitian ini dilakukan di Stasiun Bogor pada Maret–Mei 2025 menggunakan pendekatan kuantitatif dengan regresi linear sederhana, serta didukung oleh Media Richness Theory, Brand Awareness Theory, dan Hierarchy of Effect Model (tahap awareness). Data dikumpulkan melalui kuesioner kepada 80 responden dengan teknik purposive sampling dan dianalisis menggunakan SPSS melalui statistik deskriptif dan statistik inferensial menggunakan regresi linear sederhana, uji asumsi klasik, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa videotron berpengaruh positif dan signifikan terhadap brand awareness Coolvita, meliputi pengenalan, ingatan, dan dominasi merek di benak konsumen.

Digital advertising continues to evolve alongside advancements in communication technology, one of which is digital out-of-home advertising (DOOH) such as videotron, which utilizes large LED screens in public spaces. The videotron at Bogor Station is considered strategically effective due to the high mobility of commuter train (KRL) users, making it an ideal medium for delivering advertising messages. Brand awareness is the initial stage in shaping consumer perceptions of a brand, especially for new products like Coolvita Collagen Gummy, which requires an effective communication strategy. This study aims to examine the influence of videotron advertising at Bogor Station on Coolvita’s brand awareness. The research was conducted from March to May 2025 using a quantitative approach with simple linear regression analysis, supported by the Media Richness Theory, Brand Awareness Theory, and the Hierarchy of Effects Model (awareness stage). Data were collected from 80 respondents using purposive sampling and analyzed with SPSS through descriptive and inferential statistics, including classical assumption tests, t-tests, and the coefficient of determination. The results indicate that videotron advertising has a positive and significant influence on Coolvita’s brand awareness, including brand recognition, recall, and dominance in consumers’ minds.