The Influence of Brand Image on Purchase Decisions for Mie Gacoan Among Jakarta State University Students: A Conceptual Framework

Abstract: This study aims to examine the effect of brand image on purchase decisions for Mie Gacoan products among students at the State University of Jakarta. Brand image is a consumer perception that is formed based on information, experiences and associations related to the brand. Along with the increasing competition in the food industry including in the fast food sector, brand image is one of the important factors in determining consumer purchase decisions.The research method used is descriptive qualitative research with data collection techniques through literature studies and reviews of existing related studies. This study examines various theories of brand image, purchase decisions and factors that influence both. The population of this study are students of the Jakarta State University who are potential consumers of Mie Gacoan.The conceptual framework built in this study connects brand image as an independent variable and purchase decisions as a dependent variable by considering the dimensions of brand image and purchase decisions.The results of this study indicate that brand image has a significant influence on purchasing decisions for Mie Gacoan among students at the State University of Jakarta.The factors that influence brand image include a positive and favorable image of consuming Mie Gacoan.Students tend to choose Mie Gacoan because this brand is able to build an image that suits their desires and influence brand image at the level of loyalty for repurchase interest owned by consumers.