Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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The Effect of Price and Advertising on Purchasing Decision with Brand Image as Intervening Variable

Authors
Anugerah Hasfi Pratama1, *
1University Hasanuddin, Makassar, Indonesia
*Corresponding author. Email: pratamaah23a@student.unhas.ac.id
Corresponding Author
Anugerah Hasfi Pratama
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_98How to use a DOI?
Keywords
Price; Advertising; Brand image; Purchase Decision
Abstract

This study aims to evaluate the following factors: price; advertising; brand awareness; and brand awareness’s effect on purchasing decisions. Additionally, it explores how brand awareness functions as a mediator in the relationship between price and decisions to buy as well as the relationship between advertising and decisions to buy. This study was carried out on My Republic wifi users in Surabaya, comprising 150 respondents. This study employs a probability sampling technique through random selection, whereby the researcher selects participants without consideration of the existing strata within the population. This study use a questionnaire for data collection procedures. Data analysis methodology employing Process Macro by Hayes. This study’s results demonstrate that the Price variable significantly influences purchasing decisions positively. The advertising variable exerts a substantial beneficial influence on purchasing decisions. The variable of brand awareness exerts a favorable and significant influence on purchasing decisions. The relationship between price and purchase decisions is mediated by brand awareness. The relationship between advertising and purchase decisions is mediated by brand awareness.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_98How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anugerah Hasfi Pratama
PY  - 2025
DA  - 2025/07/30
TI  - The Effect of Price and Advertising on Purchasing Decision with Brand Image as Intervening Variable
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1202
EP  - 1212
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_98
DO  - 10.2991/978-94-6463-758-8_98
ID  - Pratama2025
ER  -