Pengaruh Brand Elements Terhadap Purchase Decision Pada Culture Product Di Vi…

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 Pekanbaru. Utilizing a quantitative descriptive approach, primary data was gathered from a questionnaire distributed to 115 respondents, and the analysis was conducted using P…