Journal of Social Research
Vol. 2 No. 8 (2023): Journal of Social Research

The Influence of Brand Image and Advertising Effectiveness on Purchasing Decisions for Supermie Instant Noodles in Gresik District

Tripambudi, Bagus Wahyu (Unknown)
Purwanto, Sugeng (Unknown)

Article Info

Publish Date
28 Jul 2023

Abstract

Instant noodles are one of the most popular food products and are widely consumed by the public. In the midst of intense competition in the instant noodle industry, it is important for producers to understand the factors that influence consumer purchasing decisions. The purpose of this study was to identify and analyze the effect of brand image and advertising effectiveness on purchasing decisions for Supermie instant noodles in Gresik Regency. This study uses quantitative research methods. The data collection technique was carried out by distributing questionnaires which were measured using a Likert scale. The data that has been collected is then analyzed with a Structural Equation Model (SEM) based on Partial Least Square (PLS). The results showed that brand image and advertising effectiveness were able to contribute well to consumer purchasing decisions for Supermie instant noodles in Gresik Regency.

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Journal Info
Journal of Social Research
Website

Abbrev

ijsr

Publisher

CV. International Journal Labs

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

Description

The Journal of Social Research is a double blind peer-reviewed academic journal and open access to social and scientific fields. The journal is published monthly by International Journal Labs. The Journal of Social Research provides a means for sustained discussion of relevant issues that fall ...