BRAND AWARENESS AND BRAND IMAGE ON THE PURCHASE DECISION OF MIE GACOAN
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.
References
Alfian, R., Nugroho, W. F., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis dan manajemen, 11(1), 63-74.
Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002. https://doi.org/10.1007/s11846-017-0235-2
Astri, A. K., Masyuhur, A. K., & Yuliana, L. (2024). Analisis Kesadaran Merek terhadap Keputusan Pembelian pada Merek Somethinc. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(5), 1710–1722. https://doi.org/10.54373/ifijeb.v4i5.1983
Badan Pusat Statistik. (2024, Desember). Statistik Penyediaan Makanan dan Minuman 2023. https://www.bps.go.id/id/publication/2024/12/23/f2c7743c4712aaeaa4abf694/statistik-penyediaan-makanan-dan-minuman-2023.html
Cahyani, P. D., Utami, N., & Lestari, S. B. (2025). PENGARUH WORD OF MOUTH, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN. ResearchGate. https://doi.org/10.46306/vls.v2i2.114
Hariasih, M., & Yuniar, A. N. (2024). Decoding Brand Image, Price, and Location in Determining Noodle Sales in Indonesia (Mengurai Citra Merek, Harga dan Lokasi dalam Menentukan Penjualan Mie di Indonesia). Journal of Business Economics and Agribusiness, 1(3), 1–12. https://doi.org/10.47134/jbea.v1i3.250
Katerina, A., Simanjuntak, A., Terenggana Astra, C., & Tyra Josephine, M. (2025). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. ResearchGate. https://doi.org/10.36067/jbis.v5i1.167
Lukitaningsih, A., Ningrum, N. K., & Muttaqin, F. A. (2023). Pengaruh Brand Image, Store Atmosphere, Product Quality dan Service Quality terhadap Minat Beli Ulang (Studi Kasus Pada Pelanggan Mie Gacoan Yogyakarta). Ekonomis: Journal of Economics and Business, 7(1), 372. https://doi.org/10.33087/ekonomis.v7i1.794
Mediatama, G. (2025, July 4). Intip Peluang dan Tantangan Industri Makanan dan Minuman pada Semester II-2025. kontan.co.id. https://industri.kontan.co.id/news/intip-peluang-dan-tantangan-industri-makanan-dan-minuman-pada-semester-ii-2025
Purba, R. G., & Badrudin, R. (2025). PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP MINAT PEMBELIAN ULANG KONSUMEN MIE GACOAN YOGYAKARTA. Jurnal Ekonomi Dan Bisnis, 19(1), 57–73. https://doi.org/10.53916/jeb.v19i1.100
Ramadani, A. G., & Rachmawati, E. (2022). The Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on Samsung Smartphone Purchase Decisions. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 8(1), 73–86. https://doi.org/10.21070/jbmp.v8i1.1610
Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3), 8126–8137. https://doi.org/10.31004/joe.v5i3.1600
Salsabila, R. Z., Yuliana, L., & Diandra, D. (2025). Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific). Jurnal Manajemen Dan Bisnis Madani, 7(1), 44–57. https://doi.org/10.51353/jmbm.v7i1.1005
Slamet, F. A., & Yuliana, L. (2024). The Impact of Brand Hate and Negative E-WOM on Non-Purchase Intention (Case Study on McDonald’s). 8(2).
Turmudi, I., & Agustini, P. M. (2025). Perilaku Konsumen dalam Mengonsumsi Makanan Viral: Studi Kasus Tren Kuliner Mie Gacoan di Kalangan Gen Z di Media Sosial.
Udayana, I. B. N., Hutami, L. T. H. H., & Nurseto, B. A. N. (2024). The Influence Of Brand Image, Brand Awareness, and Brand Loyalty On Purchasing Decisions With Purchase Intention As A VariableIntervening (Case Study On MotorHonda Brand In Wonosobo). Economos : Jurnal Ekonomi Dan Bisnis, 7(1), 32–41. https://doi.org/10.31850/economos.v7i1.3053
Wangi, Y. P. P., Arisman, H. A., & Wibawa, G. R. (2024). The Influence Of Brand Awareness And Brand Image On Emina Product Purchase Decisions(Survey on Students in Tasikmalaya City): Yopilia Putri Pandan Wangi; H. Ari Arisman; Gian Riksa Wibawa. Innovative Business Management Journal, 1(1), 39–50. https://doi.org/10.70963/ibm.v1i1.65
Zulfia, H., Suryasuciramdhan, A., Umairah, S. D., Nurlaila, C., & Setyawati, S. (2024). Efektivitas Media Sosial Tiktok dalam Membangun Brand Image Perusahaan Mie Gacoan. Jurnal Ilmiah Teknik Informatika dan Komunikasi, 5(1), 67–79. https://doi.org/10.55606/juitik.v5i1.1006
Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002. https://doi.org/10.1007/s11846-017-0235-2
Astri, A. K., Masyuhur, A. K., & Yuliana, L. (2024). Analisis Kesadaran Merek terhadap Keputusan Pembelian pada Merek Somethinc. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(5), 1710–1722. https://doi.org/10.54373/ifijeb.v4i5.1983
Badan Pusat Statistik. (2024, Desember). Statistik Penyediaan Makanan dan Minuman 2023. https://www.bps.go.id/id/publication/2024/12/23/f2c7743c4712aaeaa4abf694/statistik-penyediaan-makanan-dan-minuman-2023.html
Cahyani, P. D., Utami, N., & Lestari, S. B. (2025). PENGARUH WORD OF MOUTH, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN. ResearchGate. https://doi.org/10.46306/vls.v2i2.114
Hariasih, M., & Yuniar, A. N. (2024). Decoding Brand Image, Price, and Location in Determining Noodle Sales in Indonesia (Mengurai Citra Merek, Harga dan Lokasi dalam Menentukan Penjualan Mie di Indonesia). Journal of Business Economics and Agribusiness, 1(3), 1–12. https://doi.org/10.47134/jbea.v1i3.250
Katerina, A., Simanjuntak, A., Terenggana Astra, C., & Tyra Josephine, M. (2025). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. ResearchGate. https://doi.org/10.36067/jbis.v5i1.167
Lukitaningsih, A., Ningrum, N. K., & Muttaqin, F. A. (2023). Pengaruh Brand Image, Store Atmosphere, Product Quality dan Service Quality terhadap Minat Beli Ulang (Studi Kasus Pada Pelanggan Mie Gacoan Yogyakarta). Ekonomis: Journal of Economics and Business, 7(1), 372. https://doi.org/10.33087/ekonomis.v7i1.794
Mediatama, G. (2025, July 4). Intip Peluang dan Tantangan Industri Makanan dan Minuman pada Semester II-2025. kontan.co.id. https://industri.kontan.co.id/news/intip-peluang-dan-tantangan-industri-makanan-dan-minuman-pada-semester-ii-2025
Purba, R. G., & Badrudin, R. (2025). PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP MINAT PEMBELIAN ULANG KONSUMEN MIE GACOAN YOGYAKARTA. Jurnal Ekonomi Dan Bisnis, 19(1), 57–73. https://doi.org/10.53916/jeb.v19i1.100
Ramadani, A. G., & Rachmawati, E. (2022). The Influence of Brand Awareness, Brand Association, Brand Image, and Word of Mouth on Samsung Smartphone Purchase Decisions. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 8(1), 73–86. https://doi.org/10.21070/jbmp.v8i1.1610
Rosmayanti, M. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Mixue. Journal on Education, 5(3), 8126–8137. https://doi.org/10.31004/joe.v5i3.1600
Salsabila, R. Z., Yuliana, L., & Diandra, D. (2025). Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific). Jurnal Manajemen Dan Bisnis Madani, 7(1), 44–57. https://doi.org/10.51353/jmbm.v7i1.1005
Slamet, F. A., & Yuliana, L. (2024). The Impact of Brand Hate and Negative E-WOM on Non-Purchase Intention (Case Study on McDonald’s). 8(2).
Turmudi, I., & Agustini, P. M. (2025). Perilaku Konsumen dalam Mengonsumsi Makanan Viral: Studi Kasus Tren Kuliner Mie Gacoan di Kalangan Gen Z di Media Sosial.
Udayana, I. B. N., Hutami, L. T. H. H., & Nurseto, B. A. N. (2024). The Influence Of Brand Image, Brand Awareness, and Brand Loyalty On Purchasing Decisions With Purchase Intention As A VariableIntervening (Case Study On MotorHonda Brand In Wonosobo). Economos : Jurnal Ekonomi Dan Bisnis, 7(1), 32–41. https://doi.org/10.31850/economos.v7i1.3053
Wangi, Y. P. P., Arisman, H. A., & Wibawa, G. R. (2024). The Influence Of Brand Awareness And Brand Image On Emina Product Purchase Decisions(Survey on Students in Tasikmalaya City): Yopilia Putri Pandan Wangi; H. Ari Arisman; Gian Riksa Wibawa. Innovative Business Management Journal, 1(1), 39–50. https://doi.org/10.70963/ibm.v1i1.65
Zulfia, H., Suryasuciramdhan, A., Umairah, S. D., Nurlaila, C., & Setyawati, S. (2024). Efektivitas Media Sosial Tiktok dalam Membangun Brand Image Perusahaan Mie Gacoan. Jurnal Ilmiah Teknik Informatika dan Komunikasi, 5(1), 67–79. https://doi.org/10.55606/juitik.v5i1.1006
Published
2026-01-08
How to Cite
WINSI, Delinta Melati Putri; YULIANA, Lingga.
BRAND AWARENESS AND BRAND IMAGE ON THE PURCHASE DECISION OF MIE GACOAN.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 11, n. 1, p. 225-239, jan. 2026.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/8064>. Date accessed: 23 jan. 2026.
doi: https://doi.org/10.32503/jmk.v11i1.8064.
Section
Artikel Ilmiah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
