Pengaruh Ekspansi Pasar terhadap Brand Awareness Studi Kasus Melek Tea di Desa Sukadami

Deni Ananda; Eka Putri Yudilestari

doi:10.30640/ekonomika45.v13i2.6773

Authors

Deni Ananda STIE Dharma Agung
Eka Putri Yudilestari STIE Dharma Agung

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6773

Keywords:

Beverage Business, Brand Awareness, Consumer Behavior, Market Expansion, Melek Tea

Abstract

This research, titled “The Influence of Market Expansion on Brand Awareness (Case Study of Melek Tea in Sukadami Village)”, aims to determine whether market expansion has a significant influence on consumers' brand awareness of Melek Tea. The background of this study is based on the dynamics of competition in the contemporary beverage business, including internal challenges such as market cannibalization between outlets caused by overlapping locations. This study uses a quantitative approach, with data collected through questionnaires distributed to 98 respondents. The analytical methods applied include descriptive analysis, validity test, reliability test, normality test, simple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results show that market expansion has a significant effect on brand awareness, with a significance value of 0.000 (< 0.05) and an R² value of 66.3%. This means that market expansion contributes 66.3% to the increase in brand awareness of Melek Tea in Sukadami Village. The findings support the theoretical framework used and are consistent with previous research.

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