The Influence of Price and Co-Branding on Purchase Decisions of Azarine Products with Consumer Satisfaction as a Mediating Variable at Underprice Skincare Stores in Medan
Main Article Content
Abstract
This study aims to examine the influence of price and co-branding on purchase decisions of Azarine products, with customer satisfaction acting as a mediating variable between price and purchase decision. The research method used is a quantitative approach by distributing questionnaires to consumers who have purchased Azarine products and Azarine co-branded products at Underprice Skincare Store Medan. The data analysis technique used in this study is SEM-PLS to test the relationship between variables. The results show that price, co-branding, and customer satisfaction have a positive and significant influence on purchase decisions. Furthermore, customer satisfaction is proven to mediate the relationship between price and purchase decisions of Azarine products at Underprice Skincare Store Medan. These findings indicate that while affordable pricing is an important factor in consumer decision-making, an effective co-branding strategy and high customer satisfaction can serve as key drivers in encouraging purchase decisions.
Article Details

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Anam, K., Haryono, A. T., & Fathoni, A. (2020). The effect of service quality and price on customer satisfaction: Study at Mr. K Café Semarang. Journal of Management, 6(1), 1–10.
Assael, H. (2005). Consumer behavior (Edisi keenam). Thomson Learning.
Badarou, N. S. (2021). Impact of customer satisfaction on purchasing decision. The International Journal of Business & Management, 9(6), 7–10. https://doi.org/10.24940/theijbm/2021/v9/i6/BM2106-004
Baykal, B., & Hesapci Karaca, O. (2022). Recommendation matters: How does your social capital engage you in eWOM? Journal of Consumer Marketing, 39(7), 691–707. https://doi.org/10.1108/jcm-08-2021-4842
Bian, W., & Yan, G. (2022). Analyzing intention to purchase brand extension via brand attribute associations: The mediating and moderating role of emotional consumer-brand relationship and brand commitment. Frontiers in Psychology, 13, 884673. https://doi.org/10.3389/fpsyg.2022.884673
Budi, S. C., Hidayat, Z., & Mani, L. (2021). The effects of experience and brand relationship to brand satisfaction, trust and loyalty shopping distribution of consumer Philips lighting product in Indonesia. Journal of Distribution Science, 19(1), 115–124. https://doi.org/10.15722/JDS.19.1.202101.115
Cakici, A. C., & Tekeli, S. (2022). The mediating effect of consumers’ price level perception and emotions towards products. European Journal of Management and Business Economics, 31(1), 57–76. https://doi.org/10.1108/EJMBE-12-2020-0344
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates.
Compas. (2024, Oktober 28). 10 brand kecantikan lokal terlaris di marketplace 2024. Compas.co.id. https://compas.co.id/article/10-brand-kecantikan-lokal-terlaris-di-marketplace-2024
Da Silva, C. M. R., Moenardy, K. K., & Ximenes, L. (2023). The effect of product quality, price, and promotion on customer satisfaction. Journal of Digitainability, Realism & Mastery (DREAM), 2(12), 352–387. https://doi.org/10.56982/dream.v2i12.18
Dongzhun, Z., Yueying, W., & Changkeun, L. (2024). A study on the impact of co-branding of Japanese and Korean fast-moving consumer goods on consumer purchase decisions. Information Systems and Economics, 5(5), 110–119. https://doi.org/10.23977/infse.2024.050515
Faritzal, A., Sari, V. N., Lestri, C. S., Putri, A. G., Raihan, B., & Wendhiarko, R. H. (2021). The influence of price, product quality, and brand image on purchase decisions for Ultra UHT milk products during the Covid-19 pandemic in Indonesia. Review of International Geographical Education (RIGEO), 11(5), 2378–2388. https://doi.org/10.48047/rigeo.11.05.138
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modelling (PLS-SEM). Sage Publications.
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Aryani, M. G. A., & Wandira, R. K. (2021). Purchase behavior of millennial female generation on halal cosmetic products. Journal of Islamic Marketing, 12(7), 1295–1315. https://doi.org/10.1108/JIMA-11-2019-0235
Hertanti, A. W., & Giyana, G. (2025). Analisis persepsi konsumen terhadap citra merek dan harga dalam keputusan pembelian hand and body lotion Vaseline pada mahasiswa. Jurnal Manajemen dan Ekonomi Kreatif, 3(1), 229–242. https://doi.org/10.59024/jumek.v3i1.531
Hride, F. T., Ferdousi, F., & Jasimuddin, S. M. (2022). Linking perceived price fairness, customer satisfaction, trust, and loyalty: A structural equation modelling of Facebook-based e-commerce in Bangladesh. Global Business and Organizational Excellence, 41(3), 41–54. https://doi.org/10.1002/joe.22146
Johan, F., Laorens, N., & Liongianto, J. K. (2023). The impact of price on consumer buying behavior. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4508503
Juju, U., Arizal, N., & Waldelmi, I. (2023). Changes and determinants of consumer shopping behavior in e-commerce and social media product Muslimah. Journal of Retailing and Consumer Services, 70, 103146. https://doi.org/10.1016/j.jretconser.2022.103146
Kalyanaram, G., Saini, G. K., Mony, S., & Jayasankaran, N. (2022). Behavioral response to online pricing: Empirical and managerial insights. Journal of Indian Business Research, 14(2), 167–185. https://doi.org/10.1108/jibr-07-2021-0281
Kittur, P., & Chatterjee, S. (2023). Role of B2B reliance and brand image in reducing risk perceptions: A serial mediation model. European Journal of Marketing, 57(4), 1068–1098. https://doi.org/10.1108/ejm-05-2022-0362
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Prentice Hall.
Kubiczek, J., Hadasik, B., Krawczy?ska, D., Przedworska, K., Madarász, E. Z., & Ryczko, A. (2024). Perspective of created value in consumer choice: Comparison of economic and ecological dimensions. SAGE Open, 14(1), 1–11. https://doi.org/10.1177/21582440241238516
Lachowicz, M. J., Preacher, K. J., & Kelley, K. (2018). A novel measure of effect size for mediation analysis. Psychological Methods, 23(2), 244–261. https://doi.org/10.1037/met0000165
Levrini, G. R., & Dos Santos, M. J. (2021). The influence of price on purchase decision: Comparative study between cognitive, sensory, and neurophysiological experiments. Behavioral Sciences, 11(2), 16. https://doi.org/10.3390/bs11020016
Ma, D., Wang, X., Hu, J., & Li, Z. (2023). The selection of sales channels considering consumer behavior preferences in a co-branding strategy. Electronic Commerce Research and Applications, 62, 101309. https://doi.org/10.1016/j.elerap.2023.101309
Mansoor, M., & Paul, J. (2022). Mass prestige, brand happiness and brand evangelism among consumers. Journal of Business Research, 144, 484–496. https://doi.org/10.1016/j.jbusres.2022.02.015
Mardiani, E., Kulsaputro, J., Tonce, Y., Febriyanti, E. M., & Alimin, E. (2024). The influence of co-branding strategy on purchasing decisions with brand trust as a moderating variable. Reslaj: Religion Education Social Laa Roiba Journal, 6(4), 2024. https://doi.org/10.47476/reslaj.v6i4.2057
Meithiana, I. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.
Messner, W. (2020). Value or quality? Differences in airlines’ customer satisfaction strategies across national markets. Services Marketing Quarterly, 41(3), 205–235. https://doi.org/10.1080/15332969.2020.1786244
Min, B. (2023). Interplay of consumer expectation and processing fluency in perception of product innovativeness and product evaluation. European Journal of Marketing, 57(1), 283–324. https://doi.org/10.1108/ejm-08-2021-0603
Nasution, R. A., Arnita, D., & Purnama, S. Q. (2021). Believe it or not: The effect of involvement on the credibility of image transfer through co-branding. Journal of International Consumer Marketing, 33(5), 578–594. https://doi.org/10.1080/08961530.2020.1731899
Nguyen, H. T., Ross, W. T., Jr., Pancras, J., & Phan, H. V. (2020). Market-based drivers of co-branding success. Journal of Business Research, 115, 122–138. https://doi.org/10.1016/j.jbusres.2020.04.046
Nurhayati, N., Febrianto, A., & Rasyidi, R. (2020). Analisis pengaruh harga dan kualitas produk terhadap keputusan pembelian dengan kepuasan konsumen sebagai variabel intervening pada sepeda motor Honda Scoopy di Kota Puruk Cahu. Jurnal Bisnis dan Pembangunan, 9(2), 54–62. https://doi.org/10.20527/JBP.V9I2.8867
Nuryanti, E., Yani, M., & Yusuf. (2022). Strategi bauran pemasaran (marketing mix) untuk meningkatkan omzet penjualan. Business Management E-Journal Business Mandalanursa, 1(2). https://doi.org/10.58258/bisnis.v1i2.4441
Ogbeibu, S., Emelifeonwu, J., Senadjki, A., Gaskin, J., & Pereira, V. (2020). Leveraging STARA competencies and green creativity to boost green organisational innovative evidence: A praxis for sustainable development. British Journal of Management, 31(4), 742–758. https://doi.org/10.1002/bse.2754
Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Bin Mohd Ghazali, M. K. A., Kee, D. M. H., Bin Ibrahim, M. F., Bin Ahmad Fadzeil, M. Z., & Binti Mohamed, N. A. (2021). Analysis the effect of product quality and price on purchase decision (Case study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting & Finance in Asia Pacific, 4(1), 71–85. https://doi.org/10.32535/ijafap.v4i1.1034
Paydas Turan, C. (2021). Success drivers of co?branding: A meta-analysis. International Journal of Consumer Studies, 45(4), 911–936. https://doi.org/10.1111/ijcs.12682
Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: Where we are and where we could go from here. European Journal of Marketing, 56(2), 584–621. https://doi.org/10.1108/ejm-02-2021-0073
Purba, F. R., & Paramita, E. L. (2021). The influence of E-WOM and customer satisfaction on purchasing decisions. International Journal of Social Science and Business, 5(4), 575–585. https://doi.org/10.23887/ijssb.v5i4.40447
Ritonga, W., & Ganyang, M. T. (2020). The dynamic of consumer behavior, consumer decision, consumer satisfaction on consumer loyalty on Sipirock Coffee Jakarta. Archives of Business Research, 7(12), 332–340. https://doi.org/10.14738/abr.712.7523
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S., Nordfält, J., Patrick, V., Schweiger, E. B., Soysal, G., Dillard, A., Cooper, N., & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81–98. https://doi.org/10.1016/j.jretai.2020.11.006
Saeed, H. S., Hasan, S. I., Nikkeh, N. S., & Flayyih, H. H. (2022). The mediating role of sustainable development in the relationship between producer cost expectations and customer desires. Journal of Sustainability Science and Management, 17(10), 13–21. https://doi.org/10.46754/jssm.2022.10.002
Shan, J., Lu, H., & Cui, A. P. (2022). 1+1 > 2? Is co-branding an effective way to improve brand masstige? Journal of Business Research, 144, 556–571. https://doi.org/10.1016/j.jbusres.2022.01.058
Singh, S., Mondal, S., Singh, L. B., Sahoo, K. K., & Das, S. (2020). An empirical evidence study of consumer perception and socioeconomic profiles for digital stores in Vietnam. Sustainability, 12(5), 1716. https://doi.org/10.3390/su12051716
Suastrini, F., & Sejati, K. R. (2020). Pengaruh atribut produk terhadap perilaku pengambilan keputusan konsumen dalam pembelian sabun mandi di masa COVID-19. Society, 11(2), 107–123. https://doi.org/10.20414/society.v11i2.2780
Sunardi, P. N., Sari, P. R., & Cahyani, R. (2022). Determinasi keputusan pembelian melalui minat beli: Kualitas produk dan harga (suatu kajian studi literatur manajemen pemasaran). Jurnal Ilmu Manajemen Terapan (JIMT), 3(3), 302–315. https://doi.org/10.31933/jimt.v3i3
Suryawardana, E., Putri, F. V., Rizkiana, C., & Indriyanti, I. S. (2024). Pengaruh kualitas produk dan harga terhadap keputusan pembelian dengan kepuasan pelanggan sebagai variabel intervening pada Gaia Shop. Jurnal Ilmiah Edunomika, 8(2), 1–16. https://doi.org/10.29040/jie.v8i2.12769
Syah, T. Y. R., Alimwidodo, P. C., Lianti, L., & Hatta, H. (2022). Perceived price as antecedent of satisfaction and loyalty: Learn from fast food international restaurants. Central European Business Review, 11(4). https://doi.org/10.18267/j.cebr.304
Tijjang, B., Junaidi, J., Nurfadillah, N., & Putra, P. (2023). The role of brand love, trust, and commitment in fostering consumer satisfaction and loyalty. FWU Journal of Social Sciences, 17(1). https://doi.org/10.51709/19951272/spring2023/8
Tja, H. W., & Widjaja, B. T. (2024). The role of relational benefits and brand experience in forming customer perceived value and its impact on E-WOM and willingness to pay more. Uncertain Supply Chain Management, 12(2), 2023–2030. https://doi.org/10.5267/j.uscm.2024.2.004
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in the digitalization era – A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177. https://doi.org/10.1016/j.techfore.2022.121551
Yudha, R. A., Utami, R. F., Astuti, H. J., & Suyoto, S. (2023). The effect of co-branding, customer-based brand-equity, and packaging on purchase decision (Study on purchasing serum Azarine Cosmetic Marvel Edition). Management Analysis Journal, 12(4), 497–508. https://doi.org/10.15294/maj.v12i4.77143
Yu, H. Y., Robinson, G. M., & Lee, D. (2021). To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products. International Journal of Sports Marketing and Sponsorship, 22(4), 677–698. https://doi.org/10.1108/ijsms-02-2020-0018
Zhang, Q., Chen, J., & Lin, J. (2022). Market targeting with social influences and risk aversion in a co-branding alliance. European Journal of Operational Research, 297(1), 301–318. https://doi.org/10.1016/j.ejor.2021.05.022
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in Psychology, 12(December), 1–11. https://doi.org/10.3389/fpsyg.2021.720151