The Influence of Brand Elements on Purchase Decision on Culture Product at Viera Oleh-Oleh - Oleh in Pekanbaru City
(1) * Bilqhis Luthfiyya Syanura Mail (Universitas Riau, Indonesia)
(2) Lailan Tawila Berampu Mail (Universitas Riau, Indonesia)
(3) Sri Wahyuni Wildah Mail (Universitas Riau, Indonesia)
*corresponding author

Abstract


this study investigates the impact of brand elements on purchase decision and examines how these elements influence decisions through brand association, specifically for Ketan Talam Durian at Viera Oleh-Oleh-Oleh Pekanbaru. Utilizing a quantitative descriptive approach, primary data was gathered from a questionnaire distributed to 115 respondents, and the analysis was conducted using Partial Least Square (PLS) second-order statistical techniques to test the hypotheses. The findings reveal that various brand elements—including brand name, logo, slogan/tagline, Packaging, and character—significantly affect brand association. Furthermore, brand association itself has a notable impact on purchase decision for Ketan Talam Durian at Viera Oleh-Oleh-Oleh Pekanbaru.  These results underscore the necessity of enhancing brand elements directly to improve purchasing decision. While brand association serves as a mediator in this relationship, it does not emerge as the primary factor influencing consumer choices. This highlights the importance for Viera Oleh-Oleh-Oleh to focus on strengthening its brand identity to effectively drive consumer purchasing behavior in a competitive market.


Keywords


Purchase Decision, Brand Elements, Brand Association

   

DOI

https://doi.org/10.57235/jamparing.v3i1.5368 		      

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