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Journal : Journal of Business Improvement

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 Adinata, Alberta Adirestuty, Fitranty Agus Budiman Agus Supriatman Amrullah, Muhammad Ilham Andy Dwi Bayu Bawono Anindyastri, Ranty Annisa, Widya Anton Agus Setyawan Apsta, Widya Arfatun Ariyanto, Annastasya Aprilia Arsita, Nurul Cahya Aryakusuma Sumarjoko, Achmad Asri Abdullah, Moha Asyaffa Aulia, Prambawati Atwal Arifin, Atwal Awangrif, Hasna Albana Bagas Wicaksono, Bagas Barom, Mohd. Nizam bistara, Sadewa rama Choirul Amin Conteh, Abdul Damayanti, Intan Dian Rahmawati, Sisca Dinda Wulan Andari Dionna, Finna Liana Stela Dwi Sarbini Edy Purwo Saputro Eko Suryanti Eni Setyowati Erma Setiawati Febrianti, Bella Finalta, Adfan Syah Fitriana Mustikaningrum Fristyaningrum, Viciananda Ghazali, Yovanda Alfian Gunawan, Noviandra Hafiizh, Muhammad Esa Hardhianti, Vioreliana Harits, Muhammad Helmy Nurcahyo Wibowo Henri Dwi Wahyudi Hidayat, Rezki Nur Huda, Muhammad Saiful Ibrohim, Muhammad Ida Musofiana, Ida Idris Abas, Novel Ikhbal Septyaji Putranto Trijasa Ikhlas Ramadhan, Teguh Imronuddin Imronudin Imronudin Imronudin Imronudin, I Isti Khoirul Rochmah Iswahyuni. S, Zalsa Jannah, Zainur Miftakhul Juliana Juliana Kussudyarsana Kussudyarsana Kusumastuti, Anestia Retno Lestari, Frisca Ayu M. Faiz Ali Hidayat M. Farid Wajdi M. Farid Wajdi, M. Farid Maharani, Naila Cahya Mahardika, Salwa Bunga Maimun, Muhammad Halim Marwan Effendy Maulina, Reni Ma’ruf, Ma’ruf Mir’atul Hayah Moch Taufik Moch. Adi Nur Ikhsan Moechamad Nasir, Moechamad Moechammad Nasir Moha Asri Abdullah, Moha Asri Muhammad Amar Abiyoso Muhammad Amir Anshori Muhammad Arif Muhammad Hasanudin, Muhammad Muhammad Qomaruddin Muhriza, Nurul Muhyidin Muhyidin Mujiyati Mujiyati Mukaramah, Maya Mukhbir , Muhammad Muzakar Isa Nabila Nurhuwaida Nasongko, Noer Ngafwan Nilam Saputri , Iin Normalita Sari, Astri Novel Idris Abas Nugroho Dwi Saputro, Nugroho Dwi Nugroho, Teguh Puji Nur Achmad Nur Ahmad Nur ‘Ainie Diena Khanifah Nurdaya, Bastian Nurhaliza, Cut Nurshalihah, Aini Umi Oktandani, Nafania Annisa Permatasari, Qisthoni Poerwadi, Yuniar Belly Pradana, Angga Nur Pradina Putri, Novia Pramesti, Safira Amelia Pramudya Kurnia Priyono Priyono Purnomo, Siddiq Puro, Intan Widia Purwaningtyas, Yani Purwo Saputro, Edy Putri, Widya Nirmala Qonitah Qonitah RAHMADIANI, ANNISA Rahmawati, Rara Yuni Ramadhani, Dina Mariana Regianingsih, Sinta Amelia Dwi Riansyah, Andi Ridho, M. Ghusni Rini Kuswati Riski Pangestu Rizka Rizka, Rizka Robbani Ridho, Muhammad Salsabila, Annisa Zahra Saputra, Farid Eka Saputra, Setyawan Adi Kresna Sari, Silvia Novita Sembiring, Rinawati Septiawan, Gavinda Micko Setia Rini Sigit Haryanto Signori, Muhammad Silvia Novita Sari Sisca Dian Rahmawati Siti Fatimah Nurhayati Sri Murwanti Sri Padmantyo Sudrajad, Dimas Rama Supomo Supomo Surono, Arif Susanto, Dimas Audy Tri Nur Wahyudi Ubaidillah, M Burhanuddin Umrotun Umrotun Veriansyah, Satria Wafiatun Mukharomah Wajdi, Muhammad Farid Wiyadi Wiyadi Wiyadi, W Wuryaningsih Dwi Lestari, Wuryaningsih Dwi Yuni Rahmawati, Rara Yusuf Sulistyo Nugroho Yusuf, M Luthfi Azhril Zakariyah Zakariyah Zulfa Irawati, Zulfa