PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION PADA KONSUMEN MIE INSTAN CUP POP MIE DI KOTA BANDUNG

The instant cup noodle industry in Indonesia is facing increasingly fierce competition, marked by an increase in the number of brands and new products, which is prompting customers to reconsider their purchasing preferences. In this context, brand awareness and perceived quality are considered the primary factors influencing the desire to repurchase a product. The objective of this study is to examine how these two factors impact consumers' willingness to repurchase Pop Mie in the city of Bandung. The sample consisted of 120 participants aged 17 years or older who had purchased Pop Mie at least twice in the past month. After testing the validity and reliability of the research tool, it was determined that the tool met the necessary criteria. Purposive sampling was used for sample selection, and data were analyzed using SPSS version 27. The analysis revealed that brand awareness and perceived quality have a significant and positive influence on the desire to repurchase, both individually and directly. These findings emphasize the importance for businesses in the instant cup noodle sector to develop marketing strategies focused on enhancing brand awareness and improving understanding of product quality. This approach is expected to increase customer loyalty and encourage repeat purchases.