<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh Placement Out-Of-Home, SocialMedia Marketing, dan Brand Image terhadap Brand Awareness pada layanan PT.Pegadaian di stasiun MRT Bundaran HI. Metode yang digunakan adalah pendekatankuantitatif dengan teknik deskriptif, dan data dikumpulkan melalui kuesioner. Analisisdata dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuansoftware SmartPLS versi 3. Dengan populasi sebanyak 115.000 penumpang denganmenggunakan teknik slovin diperoleh sampel sebanyak 100 responden. Hasil penelitianmenunjukkan bahwa Placement Out Of Home berpengaruh positif terhadap BrandAwareness, dengan p-value 0,000 < 0,05 dan t-statistik 4,079 > 1,96. Sementara itu,Social Media Marketing dan Brand Image tidak berpengaruh terhadap Brand Awareness,dengan p-value 0,239 > 0,05 dan t-statistik 1,177 < 1,96 untuk Social Media Marketing,serta p-value 0,054 > 0,05 dan t-statistik 1,927 < 1,96 untuk Brand Image. This study aims to determine the influence of Out-of-Home (OOH) Placement, SocialMedia Marketing, and Brand Image on Brand Awareness of PT Pegadaian services atthe MRT Bundaran HI station. The research method used is a quantitative approachwith a descriptive technique, and data were collected through questionnaires. Dataanalysis was conducted using the Partial Least Square (PLS) method with the help ofSmartPLS version 3 software. With a population of 115,000 passengers, a sample of100 respondents was obtained using Slovin's formula. The results showed thatPlacement Out Of Home has a positive and significant effect on Brand Awareness,with a p-value of 0.000 < 0.05 and a t-statistic of 4.079 > 1.96. Meanwhile, SocialMedia Marketing and Brand Image do not have a significant effect on BrandAwareness, with a p-value of 0.239 > 0.05 and a t-statistic of 1.177 < 1.96 for SocialMedia Marketing, and a p-value of 0.054 > 0.05 and a t-statistic of 1.927 < 1.96 forBrand Image.]]>
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