<![CDATA[Abstrak Penelitian ini mengkaji bagaimana pemasaran berbasis neuromarketing dan kualitas produk mempengaruhi kesadaran merek Mie Gacoan di Rungkut, Kota Surabaya.Studi ini juga meneliti bagaimana kesadaran merek dan neuromarketing mempengaruhi pembelian di toko Mie Gacoan.Peneliti menggunakan tiga kategori variabel.Untuk menentukan validitas, program SPSS 25 digunakan.Sebuah instrumen pengukuran dianggap valid jika koefisien korelasinya (r) di atas 0,30.Sebuah variabel dihilangkan jika nilainya di bawah standar.Nilai Cronbach alpha, yang harus lebih dari 0,6, mengukur keandalan.Penelitian menunjukkan bahwa neuromarketing tidak meningkatkan kesadaran merek.Neuromarketing telah meningkatkan keputusan pembelian pelanggan.Selain itu, pengenalan merek berdampak positif pada keputusan tersebut.Selain itu, kualitas produk meningkatkan kesadaran merek dan mempengaruhi pembelian.Neuromarketing, kualitas produk, dan keputusan pembelian dipengaruhi secara tidak langsung oleh kesadaran merek Kata kunci: Neuromarketing, Kualitas produk, Kesadaran merek. Abstract This research examines how neuromarketing-based marketing and product quality affect Mie Gacoan brand awareness in Rungkut, Surabaya City. This study also examines how brand awareness and neuromarketing affect Mie Gacoan store purchases. Researcher used three categories of variables. To determine validity, the SPSS 25 program was used. A measuring instrument is considered valid if the correlation coefficient (r) is above 0.30. A variable is eliminated if its value is below the standard. The Cronbach alpha value, which must be over 0.6, measures reliability. The research shows that neuromarketing does not increase brand awareness. Neuromarketing has improved customer purchase decisions. Additionally, brand recognition positively impacts those decisions. Additionally, product quality boosts brand awareness and influences purchases. Neuromarketing, product quality, and purchase decisions are indirectly influenced by brand recognition. Keywords : Neuromarketing, Product quality, Brand awareness.]]>
