THE INFLUENCE OF BRAND AWARENESS , CONSUMER PERCEPTION, AND MARKETING MIX ON CONSUMER BUYING INTEREST AT PT CAKRAWALA BATAM

Abstract

The background of this research is the importance of understanding the factors that influence consumer purchasing interest, particularly at PT Cakrawala Batam. This study aims to identify the impact of Brand Awareness, Consumer Perception, and Marketing Mix on consumer buying interest. The usefulness of this research is to provide practical insights for PT Cakrawala Batam in formulating effective marketing strategies. The research method used is quantitative, employing descriptive analysis and multiple linear regression. Data were collected through questionnaires from 100 respondents who were prospective buyers in Batam Center. The results show that Consumer Perception and Marketing Mix have a positive and significant effect on purchasing interest, while Brand Awareness does not have a significant effect. The conclusion of this study emphasizes the importance for companies to enhance Consumer Perception and optimize the Marketing Mix to increase consumer buying interest. This research also suggests that PT Cakrawala Batam continuously monitors and adjusts marketing strategies according to changes in consumer needs and perceptions.