Analysis of the Effect of Brand Association, Brand Position, and Brand Value on Purchasing Decisions for Illona Tissue Brand

Abstract

This study aims to analyze Illona's brand branding strategy by exploring the causal relationship between brand association, brand position, brand value and purchase decision. Specifically, this study examines how brand association, brand positioning, brand value impact purchasing decisions. Data was collected from 135 respondents through questionnaires using a non-probability method with purposive sampling. Respondents consist of tissue consumers in Purwokerto, who have purchased tissue at least once in the past one month in Purwokerto. This study used SPSS version 27 to test the relationship between variables using multiple regression analysis. The results of this study indicate that brand association, brand positioning, brand value positively and significantly influence purchasing decisions. This study provides theoretical implications to strengthen the literature regarding the importance of brand elements in influencing consumers. Managerially, this study directs companies to strengthen brand associations, increase value, and strengthen position in the market to encourage consumer purchasing decisions.

Keywords: brand association, brand positioning, brand value, purchase decision, tissue