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Brand Image as a Mediator between Price Perception and Purchase Decisions: Evidence from Artshop Consumers in Ubud Wayan Meryawan; Tjokorda Gde Agung Wijaya Kesuma Suryawan; Mahayanti Fitriandari; Ni Luh Devi Merayani
JURNAL ILMU MANAJEMEN Vol. 23 No. 1: JUNE 2026
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v23i1.96729

Abstract

This study aims to analyze the role of brand image in mediating the influence of price perception on purchase decisions at Paneca Collection Artshop in Ubud, Bali. This research is motivated by declining sales performance and preliminary indications that consumers have not fully perceived price, brand image, and purchase decisions positively. Drawing on Cue Utilization Theory, this study positions price perception as an extrinsic cue that helps consumers form brand evaluations and purchase decisions, particularly in the context of cultural retail. The study used a quantitative approach involving 100 consumers selected through purposive sampling. The data were analyzed using PLS-SEM. The results show that price perception has a positive and significant effect on brand image and purchase decisions. Brand image also has a positive and significant effect on purchase decisions and partially mediates the influence of price perception on purchase decisions. These findings confirm that purchase decisions in cultural retail are shaped by the interaction between rational price evaluation and symbolic brand evaluation. Practically, this study emphasizes the importance of aligning pricing strategies with consumers’ value perceptions and strengthening an authentic brand image to encourage purchase decisions.
Co-Authors Abdullah, Sharmini Ade Krisna, I Putu Pande Agus Fredy Maradona Agustin, Cindy Ahmad Sa’Bandi Anak Agung Istri Agung Ovy Dwijayanthi Anak Agung Istri Dwijayanthi Ari Darma, Anak Agung Gede Agung Ayu Putu Satya Widiantari Budi Utama, Gede Wira Cahyani, Ni Made Yuli Cokorda Istri Agung Vera Nindia Putri Cokorda Istri Agung Vera Nindia Putri Dayu Kade Indah Pratiwi Dewi, Kadek Ary Purnama Dewi, Ni Nyoman Intan Ratna Gede Sri Darma Gusta, I Made Handayani, Made Mulia I Dewa Agung Ayu Eka Idayanti1 I Gede Alan Vatara I Gede Mahatma Yogiswara Winatha I Gusti Agung Prabandari Tri Putri I Gusti Ayu Made Dian Pratiwi I Gusti Putu Agung Widya Goca I Kadek Dwi Diatmika I Kadek Sara Mandiyasa I KETUT SATRIA WIRADHARMA SUMERTAJAYA I Komang Putra I Komang Putra I Komang Sumerta I Komang Sumerta I Putu Agus Suwastawa I Wayan Cita Wardita I Wayan Meryawan I Wayan Meryawan I Wayan Suastika Indah Widiantari, I Dewa Ayu Kadek Intan Rusmayanthi Komang Pande Indra Krisna Wiana Komang Sumerta Kurniawan, I Putu Handy Kusuma, Ida Bagus Krishna Duta Made Ayu Desy Geriadi Made Ayu Desy Geriadi, Made Ayu Desy Geriadi Made Mulia Handayani Made Mulia Handayani Made Mulia Handayani Made Mulia Handayani Mahayanti Fitriandari Mahayanti Fitriandari, Mahayanti Meiyani, Gusti Ayu Eva Meryawan, I Wayan Ni Kadek Enny Purwati Ni Kadek Rika Damayanti Ni Ketut Sukanti Ni Ketut Susanti Ni Komang Lilis Tri Paramita Ni Luh Devi Merayani Ni Putu Harini Putri Ni Putu Pebriani Ni Putu Pebriani Ni Putu Ratih Purnama Yeni Ni Wayan Mendrawati Ni Wayan Mendrawati Nyoman Andika Triadhi Nyoman Andika Triadhi Nyoman Dwika Ayu Amrita Perdana, I Gede Putra Pratama, Octavianus Sumardana Pratiwi, I Gusti Ayu Made Dian Putri, Putu Pita Pyona Putu Gede Denny Herlambang Riyana Miranti Santikasari, Ni Nengah Sharmini Abdullah Sharmini Abdullah Sumerta, I Komang Suwandana, I Made Adi Swetasoma, Cokorda Gede Vijaya, Made Pramana Wayan Meryawan Wijaya, Bagus Arya Yani, Ni Kadek Merta