Nanda Alif Andryanto Primary Author Rachmad Khadifa Primary Author mixed material bibliography Jakarta LSPR 2024 id Indonesia

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- Brand awareness is an important factor in affecting consumer purchase decisions, indicating a buyer's ability to identify a brand within a certain product category. Event marketing, which combines elements of entertainment, excitement, and dedication, serves as a strategic tool for businesses to launch their brands. Using a positivist framework, this study investigates the impact of brand awareness generated through event marketing on purchase intentions at Multimedia Nusantara Polytechnic. The research entitled “The Influence of Brand Awareness Generated Through Event Marketing on MNP Purchase Intention” aims to provide useful insights into the dynamics of consumer decision-making processes by thoroughly examining the connection among variables. The results indicate the significant influence of campus visits on brand awareness and purchase intent. The statistical analysis reveals that campus visits have a significant impact on these parameters. However, the statistical insignificance of the route coefficient between brand awareness and purchase intention suggests that, while campus visits effectively raise brand awareness, they may not directly lead to increased purchase intent in this model. These findings highlight the complexities of consumer behavior and emphasize the need for further research to clarify the underlying mechanisms utilizing purchasing decisions in educational institutions such as Multimedia Nusantara Polytechnic. Keywords: Brand Awareness, Event Marketing, Purchase Intention Puspitasari Marketing Communication Management 2024 Non-Thesis Prosem Nanda Alif Andryanto Rachmad Khadifa NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.038.24 S202704SP Hanya Tersedia Softcopy S2.MCM.038.24 rnyretheth.jpeg.jpeg 9334 2025-02-18 11:00:53 2025-02-19 11:09:51 machine generated