The Influence of Promotion and Event Marketing on Customer Purchase Interest at Puri Indah Mall, West Jakarta
DOI:
https://doi.org/10.61536/escalate.v4i01.680Keywords:
Event Marketing, Purchase Intention, PromotionAbstract
This study examines the association of promotion and event marketing with customer purchase intention at Puri Indah Mall, West Jakarta. A quantitative associative approach was employed, involving 97 respondents selected through non-probability purposive sampling. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression, correlation analysis, t-tests, F-tests, and the coefficient of determination with IBM SPSS. The results show that promotion is positively and significantly associated with purchase intention (β = 0.445, t = 7.167, p < 0.001), while event marketing also shows a positive and significant association (β = 0.192, t = 3.180, p = 0.002). Simultaneously, both variables are significantly associated with purchase intention (F = 30.868, p < 0.001). The coefficient of determination (R² = 0.396) indicates that promotion and event marketing jointly explain 39.6% of the variation in purchase intention, while the remaining 60.4% is explained by other factors outside the model. These findings suggest that promotion and event marketing are relevant factors associated with customer purchase intention at Puri Indah Mall, with promotion showing the larger regression coefficient
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