ABSTRAK
Tujuan dari penelitian ini untuk mengetahui tingkat kesadaran masyarakat terhadap Bank Tabungan Negara (BTN) dilihat dari Puncak pikiran (Top of Mind), Pengingatan kembali terhadap merek (Brand Recall), Pengenalan merek (Brand Recognition), dan Tidak menyadari merek (Unaware of Brand).
Metode pengumpulan data menggunakan analisis data deskriptif yaitu memberikan gambaran atau deskripsi secara sistematis mengenai objek yang diteliti, dan dengan menggunakan teknik convenience sampling sebanyak 150 responden yang tersebar di 5 kecamatan yaitu Kecamatan Jebres, Banjarsari, Pasar Kliwon, Laweyan, dan Serengan, data akan diolah dalam bentuk frekuensi, presentase, dan diagram lingkaran.
Hasil dari penelitian ini, Bank Tabungan Negara (BTN) berada pada peringkat ketiga Brand Awareness, yaitu Brand Recognition dimana responden  masih harus diingatkan akan keberadaannya.
Penulis memberikan saran bagi perusahaan untuk menambah biaya promosi, serta melakukan kerjasama dengan berbagai pihak agar Bank Tabungan Negara lebih dikenal dan diingat oleh masyarakat.
Kata Kunci : Brand Awareness, Top of Mind, Brand Recall, Brand Recognition, Unaware of Brand
ABSTRACT
The purpose of this study was to determine the level of public awareness of the State Savings Bank (BTN) seen from the summit of the mind, recollection of the brand, introduction of the brand, and not aware of the brand.
Data collection method used descriptive data analysis gives an overview or a systematic description of the object under study, and by using the technique of convenience sampling of 150 respondents in five sub-districts Jebres, Banjarsari, Market POND, Laweyan, and Serengan, the data will be processed in the form of frequency, percentage, and pie charts.
Results from this study, the State Savings Bank (BTN) is ranked third Brand Awareness, Brand Recognition ie where respondents still must be reminded of its existence.
The author provides suggestions for companies to increase the cost of the promotion, as well as cooperation with the various parties to the State Savings Bank better known and remembered by the public.
Keywords :  Brand Awareness, Top of Mind, Brand Recall, Brand Recognition, Unaware of Brand