Analisis Pengaruh Kesadaran Merek Terhadap Minat Beli Konsumen di Restoran Kembang Goela.

Enhancing brand awareness among consumers is crucial for Kembang Goela Restaurant as it greatly impacts their intention to make purchases. This study aims to assess the impact of various elements of Brand Awareness, namely Brand Unawareness, Brand Recognition, Brand Recall, and Top of Mind, on Consumer Purchase Intention. The research adopts a quantitative approach, utilizing non-probability sampling techniques with purposive sampling on 100 respondents, and analyzed using SPSS Version 27. The t- test results reveal that the Brand Awareness variable (X) partially influences Consumer Purchase Intention (Y). According to the simple linear regression test, there is 0.506 times increase for every 1% rise in the Brand Awareness variable (X). The analysis findings indicate that Brand Awareness significantly affects Consumer Purchase Intention by 43.7%, while the remaining 56.3% is influenced by other independent variables not examined. There is a notable influence of Brand Awareness on Consumer Purchase Intention, as indicated by a significance result of 0.000 < 0.05, signifying a positively simultaneous influence. [ABSTRACT FROM AUTHOR]