Brand Image as a Mediator between Promotion, Price, Consumer Attitude, and Purchase Decision of Kao Products

Martinus Erwin Aditya Nugraha; Wiyadi Wiyadi; Moechamad Nasir

doi:10.47814/ijssrr.v9i3.3215

Martinus Erwin Aditya Nugraha Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Indonesia
Wiyadi Wiyadi Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Indonesia
Moechamad Nasir Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Indonesia

DOI: https://doi.org/10.47814/ijssrr.v9i3.3215

Keywords: Promotion; Price; Consumer Attitude; Brand Image; Purchase Decision; FMCG; PLS-SEM; Kao; Pati Regency

Abstract

The Fast-Moving Consumer Goods (FMCG) industry in Indonesia faces intense competition, making it essential for firms to understand the drivers of consumer purchase decisions in tier‑3 markets such as Pati Regency. This study examines the effects of promotion, price, and consumer attitude on purchase decisions for Kao products, with brand image as a mediating variable. Using a quantitative explanatory design, data were collected via questionnaires from 100 purposively selected consumers who had purchased Kao products in the previous six months, and analyzed with PLS-SEM. The results show that promotion, price, and consumer attitude each have a positive and significant effect on brand image, and that brand image positively influences purchase decisions. Promotion and price also have significant direct effects on purchase decisions, whereas consumer attitude affects purchase decisions only indirectly through brand image. Mediation analysis indicates partial mediation for promotion and price, and full mediation for consumer attitude. These findings underscore the central role of brand image and suggest that Kao should align promotional activities, value-based pricing, and attitude-building programs to reinforce brand image and strengthen purchase decisions in Pati Regency.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Anshori, F. I., Ekawaty, N., & Cahyani, J. D. (2021). Pengaruh brand image dan kualitas produk terhadap minat beli produk J. Co Donuts & Coffee di Resinda Park Mall Karawang pada masa pandemi Covid-19. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 2024-2045.

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.

Bohara, S., Gupta, G., & Kumar, V. (2025). Integrating artificial intelligence and consumer behavior: Insights and directions from a hybrid systematic literature review. Journal of Marketing Communications, 1-30.

Cabanelas, P., Cortez, R. M., Pérez-Moure, H., & Lampón, J. F. (2025). Sampling and sample size in B2B marketing: Current practices and recommendations. Industrial Marketing Management, 125, 71-86.

Cheah, J. H., & Hair, J. F. (2025). Explaining and predicting new retail market and consumer behavior habits using partial least squares structural equation modeling (PLS-SEM). Journal of Retailing and Consumer Services, 87, 104446.

Chen, S., & Ye, J. (2023). Understanding consumers’ intentions to purchase smart clothing using PLS-SEM and fsQCA. Plos one, 18(9), e0291870.

Creswell, J. W., & Creswell, J. D. (2023). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.

Ferianto, A., Merdekawati, G., Simamora, E. R., Adriyanto, A. T., & Rizkiana, C. (2025, February). The Impact of Value Price and Promotion on Purchase Decisions Through Customers Buying Intention as an Intervening Variable (A Study on OTI Fried Chicken Consumers). In 1st International Conference on Social Environment Diversity (ICOSEND 2024) (pp. 247-258). Atlantis Press.

Fishbein, M., & Ajzen, I. (1975). Belief. Attitude, Intention, and Behavior: An introduction to theory and research, 50(2), 179-221..

Fitriyani, W. N., & Djumarno, D. (2025). Integrating the Theory of Planned Behavior and Consumer Trust to Explain Millennials’ Behavioral Intentions toward Green Café Spaces in Urban Jakarta. International Journal of Indonesian Business Review, 4(2), 323-333.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2022). Multivariate Data Analysis (8th ed.). Cengage Learning.

Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research. Research Methods in Applied Linguistics, 1(3), 100027.

Hakim, Y. P., Pusriadi, T., & Lestono, B. (2024). The Mediating Role of Brand Image on Purchase Intention: An Analysis of Product Quality, Price, and Promotion. Journal of Management, 3(2), 590-601..

Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90-99.

Heydiana, A., & Aliyanti, F. E. (2024). The effects of brand image, halal label, and animosity on purchasing decision with promotion as a moderating variable: A case study of Scarlett Whitening sales at Mutiara Kosmetik Shop. Journal of Islamic Economics Lariba, 10(2).

Hidayat, T., & Sananta, D. P. (2024). Theory of planned behavior on green marketing influence to green purchase decision. Journal of Digital Marketing and Halal Industry, 6(1), 1-16.

Islam, Q., & Ali Khan, S. M. F. (2024). Assessing consumer behavior in sustainable product markets: A structural equation modeling approach with partial least squares analysis. Sustainability, 16(8), 3400.

Istanti, F., & Soliha, E. (2025). Green Marketing and Consumer Responses: Examining Purchase Decisions in the Indonesian Skincare Industry. Journal of Marketing Innovation (JMI), 5(2).

Keller, K. L. (2013). Strategic Brand Management. Pearson Education.

Keprinal, M., & Gunawan, H. (2025). The Influence of Green Promotion, Brand Image and Environmental Awareness on Purchase Interest. Research Horizon, 5(2), 273-282.

Kotler, P., & Keller, K. L. (2022). Marketing Management (16th Global Edition). Pearson Education.

Li, Q., Jiang, L., & Yang, R. (2025, June). The Influence Mechanism of E-commerce Anchor Characteristics and Promotion Stimulus on Consumer Purchase Intention: Mediating Effect Based on SOR Theory. In Proceedings of the 2025 2nd International Conference on Digital Economy, Blockchain and Artificial Intelligence (pp. 197-204).

MacKinnon, D. P., Krull, J. L., & Lockwood, C. M. (2000). Equivalence of the mediation, confounding and suppression effect. Prevention science, 1(4), 173-181.

Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Journal of Applied Structural Equation Modeling.

Pradono, N. S., & Sumastuti, E. (2025). Building Brand Image Through Price: An Effective Strategy To Enhance Purchasing Decisions. EconBank: Journal of Economics and Banking, 7(1), 53-66.

Prasetyono, A. S., Suyono, J., Artaya, I. P., & Faviandhi, Q. (2021). The Impact of Promotion and Price on Purchase Decision Consumers at Marketplace Shopee. International Journal of Integrated Education, Engineering Business, 4(2), 79-86.

Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.

Putri, C. N., & Fauzi, T. H. (2023). The effect of E-WOM and brand image on purchasing decisions of automotive products: Mediating role of brand trust. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 9(3), 843-843.

Reynaldi, R., & Nuvriasari, A. (2024). The influence of brand image and perceived value on purchasing decisions with brand trust as mediation. Research Horizon, 4(3), 179-188.

Samundeeswari, D., & Sivapriya, M. L. (2025). A Study on Consumer Buying Behaviour of FMCG Products. International Journal, 4(1), 45-52..

Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0. Yogyakarta: Penerbit ANDI.

Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355-374.

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (3rd ed.). Bandung: Alfabeta.

Sutiyono, R., & Hadibrata, B. (2020). The Effect Of Prices, Brand Images, And After Sales Service Reinforced Bar Steel Products On Consumer Purchasing Decisions Of PT. Krakatau Wajatama Osaka Steel Marketing. Dinasti International Journal of Education Management And Social Science, 1(6), 947-967.

Wardana, C. K., A'zizah, L. O. F., Abas, N. I., & Kusumawati, R. (2025). Application of the extended theory of planned behavior to predict green product purchase behavior. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 72-92.

Wigati, A., & Susanti, F. (2024). Studi Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Produk Fmcg (Fast Moving Consumer Goods) Di Rantau Kalimantan Selatan. Jurnal Akademik Ekonomi Dan Manajemen, 1(4), 186-192.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.

Zhu, Y. P., Xin, L., Wang, H., & Park, H. W. (2025). Effects of AI virtual anchors on brand image and loyalty: Insights from perceived value theory and SEM-ANN analysis. Systems, 13(2), 79.

Zusrony, E., Aminnariana, D., & Kusumajaya, R. A. (2024). The Influence of Brand, Price and Product Quality on Shopee e-Commerce Purchasing Decisions. Jurnal Bisnisman: Riset Bisnis Dan Manajemen, 6(2), 285-295