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