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All Journal Ilmu Administrasi Publik SEIKO : Journal of Management & Business Ekonis : Jurnal Ekonomi dan Bisnis Economic Education and Entrepreneurship Journal Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Journal of Economic Education and Entrepreneurship Studies Jurnal Salome: Multidisipliner Keilmuan Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Jurnal Ekonomi dan Bisnis INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Jurnal Sipakatau Joong-Ki PESHUM
Agus Syam
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Medicine & Pharmacology Social Sciences Other

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THE INFLUENCE OF BRAND AWARENESS, PRODUCT QUALITY, AND SERVICE QUALITY ON THE DECISION TO REPEAT ORDER MIE GACOAN AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, STATE UNIVERSITY OF MAKASSAR Asriana Yuningsi; Agus Syam; Andi Anggi Kemalasari; Nurhikmah, Andi Reski
Jurnal Ekonomi Ichsan Sidenreng Rappang Vol 4 No 2 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61912/jeinsa.v4i2.309

Abstract

This study aims to analyze the influence of brand awareness, product quality, and service quality on the decision to make a repeat order for Mie Gacoan among students of the Faculty of Economics and Business at Makassar State University. The background of this research is based on the intense competition in the culinary industry, which requires companies to understand the factors that drive customers to make repeated purchases. This research employs a quantitative approach with an explanatory research design and involves 100 respondents selected through purposive sampling. Data were collected using a rating-scale questionnaire and analyzed through multiple linear regression. The findings indicate that brand awareness has a significant yet negative effect on repeat orders, suggesting a mismatch between the brand image perceived by customers and their actual consumption experience. Product quality shows a positive and significant effect, emphasizing that consistency in taste and quality is a key consideration in repeat purchase decisions. Service quality also demonstrates a significant influence through speed, friendliness, and comfort of service. Simultaneously, the three variables significantly affect repeat orders, indicating that actual consumption experience plays a stronger role than brand image in shaping customer loyalty
Co-Authors Adhelia Dwi Rismawani Risal Afifah Nurian Aryanti AGUS AGUS Andi Aidil Akram Andi Anggi Kemalasari Andi Reski Nurhikmah Andi Rinda Oktariani Andi Tenri Ampa Andika Isma Armi Permana Putri Arnelin Anggraini Asma, Asmayanti Asmayanti Asmayanti Asmayanti Asmayanti Asmayanti ASMAYANTI, ASMAYANTI Asriana Yuningsi Ayu Hasra Nurfaiza Dermawansyah Darwipat Enzel D. S. Situmorang Fakhira Tri Ismawati A. Saleh Farah Fitria Ramadhani Fitrah Widyawati Hajar Dewantara Hasisa Haruna HASNADIA RUSDY Herawan Hisanan Idris Parakkasi Imam Ahmad Syadiq INANNA Irta Yani Jumriani, Jumriani Lutfi, Mukhtar M. Ihsan Said Ahmad Marhawati Marhawati Najib Mohamad Ikbal Riski Danial Muh Ihsan Said Muh. Ihsan Said Muhammad Alfa Sikar MUHAMMAD DINAR Muhammad Hasan Muhammad Jufri Muhammad Rakib MUSTARI Mustari Mustari Nanda Pratiwi Nur Fadilah Ayu Sandira Nur Halim Nurdiana Nurdiana Nurhikmah, Andi Reski Nurjannah Nurjannah Nurmila Khairunnisa Ohyver, Daniel Adolf Parmitasari , Rika Dwi Ayu Raden Mohamad Herdian Bhakti Rahmat Dinul Paqi Rahmatullah Rahmatullah Rahmatullah Rahmi Riska Nur Apriyanti Siradjuddin, Siradjuddin Sri Wahyuni Sudarmi Sudarmi Sumiati Tahir Syamsul Sunusi Tahir, Sumiati Trie Utari Rasmi Pesona Tuti Supatminingsih Yuliani Yuliani