Factors influencing consumer perception of brand image: A case study of Indomie's brand in Indonesia

Competition among food brands, particularly instant noodle brands, continues to intensify. Indomie, one of Indonesia's largest instant noodle brands, must continually enhance its marketing, product quality, and other strategic areas to sustain its market position. Maintaining brand image is a challenge all brands face. In this study, a survey was conducted with 120 Indomie customers in Indonesia to examine the relationship between brand image and key factors such as perceived quality, corporate social responsibility (CSR), and customer reviews (including both positive and negative feedback). Results from ordered logistic regression analysis show that: (1) perceived quality positively influences brand image; (2) CSR has a positive effect on brand image; (3) positive customer reviews enhance brand image, while negative reviews do not significantly impact it. An R-squared comparison was conducted among the three models, indicating that perceived quality has the highest pseudo R-squared value, suggesting it provides the best fit for predicting Indomie's brand image among the factors considered. Keywords: Brand Image, Corporate Social Responsibility, Customer Reviews, Indomie, Perceived Quality.