Pantene is one of the famous shampoo’s brand in the cosmetic market area that always tried to make lively and resisting it’s consistency in the next period. The utilization of information and communication technology can bring good results for the Pantene shampoo selling, such as advertisement. The effective impact of repeated advertising exposure that is get an attention and experience of individuals recipient of the advertising message, and fenceless receiving the message which is conveyed. The use of advertising exposure is intended to highlight the brand of a company, as is done by shampoo Pantene to create brand awareness in costumers’ mind. Increasing the costumers’ awareness towards a brand is a way to influence costumers’ buying purchase intention. This study aims to analyze advertising exposure t to consumers purchasing of shampoo Pantene and moderately by brand awareness. In this study, the number of respondents who were taken by 50 respondents in uneversity students, Tamantirto District, Yogyakarta. The result of multiple regression showed existence of positif and significant influence between advertising exposure to shampoo pantene consumers purchasing that moderatedly by brand awareness.