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All Journal JMK Jurnal Manajemen dan Kewirausahaan
Winsi, Delinta Melati Putri
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Economics, Econometrics & Finance

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BRAND AWARENESS AND BRAND IMAGE ON THE PURCHASE DECISION OF MIE GACOAN Winsi, Delinta Melati Putri; Yuliana, Lingga
JMK (Jurnal Manajemen dan Kewirausahaan) Vol 11 No 1 (2026): January
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/jmk.v11i1.8064

Abstract

This study aims to examine the influence of brand awareness and brand image on purchasing decisions using the Mie Gacoan brand as a case study. The research method chosen is quantitative research. The sampling technique used is purposive sampling. A total of 100 respondents were involved in this study. Respondents were male and female aged 12 years and above, residing in Indonesia, and purchasing Mie Gacoan products. The data source used primary data by distributing questionnaires through Google Forms. The measurement scale applied was a five-point Likert scale, with a value range of 1 to 5. Furthermore, the data was analyzed using the Partial Least Square (PLS) method to test the relationship between the variables studied, using SmartPLS version 4.1.0.0. The results showed that brand awareness had a significant and positive effect on purchasing decisions. Similarly, brand image had a significant and positive effect on purchasing decisions.
Co-Authors Lingga Yuliana