HOW BRAND IMAGE AND PERCIEVED PRICE AFFECTING CUSTOMERS’ BUYING DECISION : A PLS-SEM ANALYSIS
Keywords:
Brand Image; Pricing Strategy; Buying Decision; PLS-SEM; SmartPLS
Abstract
The purpose of this study was to test the influence model of brand image perception and pricing policy perception on customer purchasing decisions. The brand used as the object of the study was Citra Body Lotion and the respondents were students because the Citra brand is associated with a group of young female customers. The research method used was a quantitative method with PLS-SEM analysis using the SmartPLS application. A total of 125 data from students were successfully collected. The results of the analysis showed that the measurements used in the questionnaire met all the requirements as a good measurement model. Meanwhile, the results of the model structure analysis showed an R2 value = 0.889, which means that 88.9% of the variance in the endogenous variables (Actual Buying Decision) can be substantially predicted by the exogenous variables (Brand Image and Pricing Policy). The Q2 value shows a figure of 0.347, which means that the exogenous variables in the model are able to predict endogenous variables with a moderate to high level of accuracy. Research limitations and implications are discussed in the discussion and conclusion sections.
References
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Hair, Joe F, Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Herstein, R., Gilboa, S., & Gamliel, E. (2013). Private and national brand consumers' images of fashion stores. Journal of Product & Brand Management, 22(5/6), 331-341. https://doi.org/10.1108/jpbm-03-2012-0110
Hertina, D., Novtrianti, N., & Sukmawati, S. (2022). Analysis of buying decision levels based on brand image, price, and digital marketing. International Journal of Business Ecosystem and Strategy (2687-2293), 4(1), 87-94. https://doi.org/10.36096/ijbes.v4i1.313
Hidayati, E.N., & Aminah, S. (2023). The influence of brand image and price perception on consumer purchase decisions on Buttonscarves in East Java. Indonesian Journal of Business Analytics, 3(6), 2019-2028. https://doi.org/10.55927/ijba.v3i6.5555
Hyun, S. & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437. https://doi.org/10.1177/1938965510397533
Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995-1006. https://doi.org/10.1037/0022-3514.79.6.995
Juniarto, A. & Suryani, T. (2023). Strength of brand image and restaurant atmosphere in influencing decision making & customer satisfaction. The Spirit of Society Journal, 6(2), 165-180. https://doi.org/10.29138/scj.v6i2.2212
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153
Khalida, L., Fadli, U., Savitri, C., & Faddila, S. (2022). The effect of promotions and consumer preferences on purchase decision., 982-986. https://doi.org/10.2991/978-94-6463-008-4_122
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson
Latif, W., Islam, A., & Noor, I. (2014). Antecedents of brand image: a case of a developing country. Asian Social Science, 10(19). https://doi.org/10.5539/ass.v10n19p1
Li, B., Cuixia, Z., & Weimin, B. (2010). An empirical study on the decision‐making styles of the chinese peasant consumers. Journal of Consumer Marketing, 27(7), 629-637. https://doi.org/10.1108/07363761011086371
Lien, C., Wen, M., Huang, L., & Wu, K. (2015). Online hotel booking: the effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005
Malelak, A., Rahman, A., & Yulianto, A. (2021). Analysis of Marketing Mix on Customer Satisfaction: Empirical Study of Purchasing Decision of East Nusa Tenggara Local Product. Agricultural Social Economic Journal, 21(4), 1-10. doi:10.21776/ub.agrise.2020.021.4.4
Martı́nez, E. & Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50. https://doi.org/10.1108/07363760410513950
Monroe, K. B. (2003). Pricing: Making profitable decisions (3rd ed.). McGraw-Hill.
Mulyani, O., & Hermina, N. (2023). The influence of digital marketing and brand awareness on increasing brand image and its impact on purchasing decisions. Prisma Sains Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan IPA IKIP Mataram, 11(1), 132. https://doi.org/10.33394/j-ps.v11i1.6594
Nagle, T. T., & Müller, G. (2018). The strategy and tactics of pricing: A guide to growing more profitably (6th ed.). Routledge.
Narayana, K. & Rahanatha, G. (2020). Peran brand image memediasi social media marketing terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1962. https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
Narayana, K. and Rahanatha, G. (2020). Peran brand image memediasi social media marketing terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1962. https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
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Published
2025-04-30
How to Cite
Mardiana, S., Yudawisastra, H., Amin, N., & Rafli, R. (2025). HOW BRAND IMAGE AND PERCIEVED PRICE AFFECTING CUSTOMERS’ BUYING DECISION : A PLS-SEM ANALYSIS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2977-3001. https://doi.org/10.31955/mea.v9i1.4661
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