PENGARUH BRAND AWARENESS, KETERSEDIAAN PRODUK, EVENT MARKETING DAN HARGA TERHADAP MINAT BELI AMDK YOIKI DI KABUPATEN MADIUN

Istaqul, Alvendo Vemb (2026) PENGARUH BRAND AWARENESS, KETERSEDIAAN PRODUK, EVENT MARKETING DAN HARGA TERHADAP MINAT BELI AMDK YOIKI DI KABUPATEN MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Brand Awareness, Product Availability, Event Marketing, and Price on Purchase Intention of Yoiki bottled drinking water (AMDK) in Madiun Regency. This research uses a quantitative method. The data collection technique employed Nonprobability Sampling with a Purposive Sampling method, resulting in a sample of 200 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS software. The results show that Brand Awareness has a positive and significant effect on Purchase Intention, Product Availability also has a positive and significant effect on Purchase Intention, Event Marketing has a positive and significant effect on Purchase Intention, and Price also has a positive and significant effect on Purchase Intention. Simultaneously, Brand Awareness, Product Availability, Event Marketing, and Price were proven to have a significant effect on Purchase Intention, so strengthening these four aspects becomes an effective strategy to increase public purchase intention toward Yoiki bottled drinking water in Madiun Regency.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Brand Awareness; Product Availability; Event Marketing; Price; Purchase Intention.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ISTAQUL VEMB ALVENDO
Date Deposited:	22 Oct 2026 03:55
Last Modified:	22 Oct 2026 03:55
URI:	http://eprint.unipma.ac.id/id/eprint/10492

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