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All Journal Masalah-Masalah Hukum Jurnal INSANIA Diponegoro Law Journal Kodifikasia: Jurnal Penelitian Islam Jurnal Ilmiah Ekonomi Islam Diponegoro Private Law Review Harmoni Law, Development and Justice Review Indonesian Journal of Advocacy and Legal Services INCARE Jurnal Pendidikan dan Pembelajaran Indonesia (JPPI) Tsaqofah: Jurnal Penelitian Guru Indonesia Journal of Sharia (JOSH) Ummul Qura : Jurnal Ilmiah Institut Pesantren Sunan Drajat (INSUD) Lamongan Journal Of Arabic Language Studies And Teaching Santri: Journal of Student Engagement International Journal of Islamic Education (IJIE) JUSTIMES (Jurnal Rekayasa Teknik Mesin Saburai) Opportunity Jurnal Penelitian dan Pengabdian Masyarakat JUMPA : Jurnal Manajemen Pendidikan Journal of Business Improvement IJoReSCo Indonesian Journal of Advocacy and Legal Services
Muhyidin Muhyidin
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : Journal of Business Improvement

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The Influence of Brand Awareness and Brand Image on the Purchase Decision of Mie Gacoan Muhyidin, Muhyidin; Mukhbir , Muhammad; Sholahuddin, Muhammad
Journal of Business Improvement Vol 2 No 1 (2025): Edisi IV, Februari 2025
Publisher : Institut Agama Islam Al-Fatimah Bojonegoro

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Abstract

This study examines the growing popularity of Mie Gacoan in Pasuruan. In the highly competitive culinary industry, strong brand awareness and a positive brand image are critical in capturing consumer attention. The research aims to investigate how these two factors influence consumer purchasing decisions in the region, offering strategic insights for brand development in a dynamic culinary market. The study employs a sample of 100 respondents selected using the accidental sampling technique. Data analysis includes descriptive analysis as well as simultaneous and partial tests conducted using IBM SPSS Statistics 25. The results reveal that both brand awareness and brand image have a positive and significant effect on purchasing decisions, both partially and simultaneously, with an F-value of 342.244 and a significance level of 0.000. These findings indicate that consumers with high brand awareness are more likely to choose Mie Gacoan over competing brands, while a positive brand image contributes to repeat purchasing decisions. This study recommends enhancing brand awareness through creative marketing campaigns and strengthening brand image through product innovation to sustain competitiveness in the culinary market
Co-Authors Abdul Hafid Abdullah, Ahmad Hafidz Abdurrahman, Landy Trisna Adhim, Nur Afan Zaini, Ahmad Afandi, Syahrir Ahmad Burhan Hakim Aji Busono, Multazem Akhmad Jazuli Afandi Al Fiyah, Siti Al-Faizin, Abdul Wahid Amalia, Nabila Nailil Andika, Nursidik Jaka Anita Zulfiani, Anita Arif Fahmi Azizi, Faiz Badruzaman, Irhas Banggiok, Revandika S. Bella, Sinta Dwi Budi Santoso Fadillah, Ayu Nur Fatah, Kemas Muhammad Abdul Harmita Harmita, Harmita Helmi, Achmad Mahrus Hidayatur Rohmah, Nurul Indriyani Indriyani Ishaq, Zamroni Ismaya, Erik Aditiya Karmuji, Karmuji M. Sholahuddin Mahendra, Deska Wahyu Mahrus Helmi, Achmad Mayasari, Utari Dwi Mufattikhatin, Mufattikhatin Mufidah, Maria Mukhbir , Muhammad Musaffa, Muhamad Ulul Albab Nashihin Nashihin Nashihin, Nashihin Natifa, Tia Rifki, Moh Rohman, M. Fathor Rosida, Eva Alifatur Ruslan Dalimunthe Sa'diyin, Moh. Salsabila, Unik Sari, Clara Mega Kharisma Sofiyah, Kharisma Suharto Suharto Supeno, Ilyas Syafiudin, Syafiudin Taufiqurohman, Taufiqurohman Triyono Triyono Tyaranissa, Hayyu Wawan Shokib Rondli Wimantara, Ikhwansyah Nata Yuli Prasetyo Adhi Zaini, Ahmad Afan