ABSTRAK
Penelitian ini menjelaskan mengenai tren terkini mengenai penggunaanhashtag pada media periklanan, seperti billboard, media cetak, iklan televisi, danalat pemasaran lainnya. Pada penelitian ini juga mengembangkan model yangkompresensif yang menggabungkan antara brand knowledge, brand trust, danbehavioural outcomes dari khalayakan. Brand knowledge meliputi kesadaran danasosiasi terhadap merek. Sementara yang dimaksud dengan sikap yang terbentukpada khalayak berhubungan dengan intensi pembelian setelah mendapatkanpaparan dari iklan dengan hashtag.Connectedness terhadap merek juga merupakan salah satu indikasi yangmemperkuat hubungan kepercayaan terhadap merek yang nantinya akanmengarahkan ke intensi pembelian. Pada penelitian ini pula menilai efek yangditimbulkan dari iklan yang menggunakan hashtag

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ABSTRACT
This research is explaining the current trend on advertising which is hashtagusage on advertising media, mostly on billboard, printed media, televisioncommercial, and other marketing tools. This research will develop comprehensivemodel that combines brand knowledge, brand trust, and behavioral outcome of theaudiences. Brand knowledge consist of awareness and association of audiences tothe brand. Behavioral outcome of the audiences refer to purchase intention afterseeing the advertisement with hashtag on it. First, this research examine usinghashtag on advertisement relation with brand awareness and brand association.Second, both of brand awareness and association lead audiences to brand trustwith connectedness as a moderation variable.Connectedness to the brand also indicate as one of the variable that leadsaudiences to trust the brand and finally have purchase intention. This researchexamines more about impact of using hashtag on advertisement to purchaseintention. Practicioners could use this research for their future marketingcampaign, especially if the targeted audiences are young generation. In the future,this research hopefully could develop more about kind of message that effectivelyaffect audiences.