CD Skripsi

Pengaruh Brand Elements Terhadap Purchase Decision Pada Culture Product Di Viera Oleh-Olehkota Pekanbaru

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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 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 decisions
for Ketan Talam Durian at Viera Oleh-Oleh Pekanbaru. These results underscore
the necessity of enhancing brand elements directly to improve purchasing
decisions. 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 to focus on strengthening its brand identity to
effectively drive consumer purchasing behavior in a competitive market.
Keywords: Purchase Decision, Brand Elements, Brand Association

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110166

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110166

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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