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

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.

• Publication year

  2026

• Venue

  International Journal of Social Science Research and Review

• Publication date

  2026-02-23

• Fields of study

  Not labeled

• Identifiers
  DOI 10.47814/ijssrr.v9i3.3215
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Explaining and predicting new retail market and consumer behavior habits using partial least squares structural equation modeling (PLS-SEM)

  2025influential reference
• The Influence Mechanism of E-commerce Anchor Characteristics and Promotion Stimulus on Consumer Purchase Intention: Mediating Effect Based on SOR Theory

  2025influential reference
• Green Marketing and Consumer Responses: Examining Purchase Decisions in the Indonesian Skincare Industry

  2025influential reference
• The Influence of Green Promotion, Brand Image and Environmental Awareness on Purchase Interest

  2025cited by this paper
• Integrating the Theory of Planned Behavior and Consumer Trust to Explain Millennials’ Behavioral Intentions toward Green Café Spaces in Urban Jakarta

  2025influential reference
• Sampling and sample size in B2B marketing: Current practices and recommendations

  2025cited by this paper
• Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis

  2025cited by this paper
• A Study on Consumer Buying Behaviour of FMCG Products

  2025cited by this paper
• Application of the extended theory of planned behavior to predict green product purchase behavior

  2025influential reference
• Integrating artificial intelligence and consumer behavior: Insights and directions from a hybrid systematic literature review

  2025influential reference
• Assessing Consumer Behavior in Sustainable Product Markets: A Structural Equation Modeling Approach with Partial Least Squares Analysis

  2024cited by this paper
• Theory of Planned Behavior on Green Marketing Influence to Green Purchase Decision

  2024cited by this paper
• THE INFLUENCE OF BRAND, PRICE AND PRODUCT QUALITY ON SHOPEE E-COMMERCE PURCHASING DECISIONS

  2024influential reference
• Understanding consumers’ intentions to purchase smart clothing using PLS-SEM and fsQCA

  2023cited by this paper
• The Effect of E-WOM and Brand Image on Purchasing Decisions of Automotive Products: Mediating Role of Brand Trust

  2023influential reference
• The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision

  2022cited by this paper
• Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian

  2021cited by this paper
• 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

  2020influential reference
• Theory of Planned Behavior

  2015influential reference
• Belief

  2012cited by this paper
• Research design: Qualitative, quantitative, and mixed methods approaches, 3rd ed.

  2009cited by this paper
• Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models

  2008influential reference
• Strategic Brand Management

  2007influential reference
• Equivalence of the Mediation, Confounding and Suppression Effect

  2000influential reference
• ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’

  1993cited by this paper
• Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:

  1988influential reference

• No citing papers are available for this paper.