Saputra, E., Nursanti, A., Siregar, P.A. and Noviasari, H. 2025. Is Brand Image Overrated? A Case Study of New Balance Consumer Behavior in Pekanbaru, Indonesia. RIGGS: Journal of Artificial Intelligence and Digital Business. 4, 3 (Aug. 2025), 2291–2297. DOI:https://doi.org/10.31004/riggs.v4i3.2273.