The Influence Of Influencer Marketing And Price Perception On Iphone Purchase Decisions In Surabaya City
Abstract
. Opportunities for telecommunications companies have been greatly enhanced by the development of communications technology, particularly smart phones. Due to their growing functionality, which includes basic communication, internet access, and versatile applications, smart phones are increasingly being used as communication tools. iPhone from Apple Inc. with its unique iOS operating system, has a large market share worldwide. Customers' purchase choices are influenced by variables such as high price and diverse influencer ratings. The purpose of this study is to examine how consumers in Surabaya feel about iPhone prices and the impact of influencer marketing on their purchase choices. A total of 108 respondents, all of whom are iPhone users in Surabaya, were selected using purposive sampling technique for this quantitative research. We used primary and secondary sources to collect data, and we used Partial Least Squares (PLS) to test assumptions, validity, and reliability. The research findings reveal that (1) the use of influencer marketing significantly impacts the choice to purchase an iPhone, and (2) price impression also significantly and positively impacts the decision to purchase.
Keywords
References
Agustin, N., dan Amron. 2022. Pengaruh influencer marketing dan persepsi harga terhadap minat beli skincare pada TikTok Shop. Kinerja Jurnal Ekonomi Dan Bisnis 5 (1).
Alma, B. 2016. Manajemen Pemasaran. Alfabeta.
Apriliani, N., dan Ekowati, S. 2023. Pengaruh influencer marketing, brand awareness dan komunikasi pemasaran (viral marketing) di sosial media terhadap keputusan pembelian. Jurnal Entrepreneur Dan Manajemen Sains (JEMS) 4 (2): 501–515.
Aryudi, Y. B. (2021). Analisis Pengaruh Perceived Value, Promosi Penjualan Dan Influencer Marketing Terhadap Minat Pembelian (Studi Pada Pengguna Aplikasi Video Game Gratis).
Baronah, Y., Yoebrilianti, A., dan Nurhayani. 2023. Pengaruh digital marketing, influencer marketing dan product quality terhadap keputusan pembelian mobil Wuling di Indonesia. Jurnal Akuntansi Manajemen (JAKMEN) 2 (2): 87–98.
Byrne, J., Neill, M., dan McGrath, P. 2017. The role of marketing communications in establishing and maintaining brand equity. Journal of Brand Management 24 (4): 337–346.
Callizta, D., dan Hasbi, M. 2020. Pengaruh brand image, digital marketing, dan influencer marketing terhadap keputusan pembelian produk di era digital. Jurnal Manajemen Pemasaran 8 (1): 65–78.
Carter, L. 2016. Understanding consumer behaviour in the context of marketing strategies. Journal of Marketing Research 53 (3): 489–498.
Devi Edriani. 2021. Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen. Jurnal Ekobistek 10 (2): 132–135.
Dinka Wardah Robiah, M. N. 2022. Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian produk skincare Avoskin. YUME: Journal of Management 5 (1): 433–441.
Edelman Trust Barometer. 2018. Trust and credibility in the digital age. Edelman.
Edriani, D. 2021. Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian konsumen. Jurnal Ekobistek 10 (2): 132–135.
Edvin Fairliantina, N. I. 2023. Pengaruh kualitas produk, promosi, dan persepsi harga terhadap keputusan pembelian Fore Coffee. Jurnal Ecoment Global 8 (2): 18–29. https://doi.org/10.35908/jeg.v8i2.2945
Farhan Ahmad Hanief, dan R. Oktini, D. 2024. Pengaruh influencer marketing dan social media marketing terhadap keputusan pembelian. Bandung Conference Series: Business and Management 4 (1): 589–598. https://doi.org/10.29313/bcsbm.v4i1.11423
Fathurrahman, M. M., Triwardhani, D., dan Argo, J. G. 2021. Pengaruh influencer marketing dan viral marketing terhadap keputusan pembelian Bittersweet by Najla. Prosiding SENAPENMAS 346 (2): 1209.
S. Setyaningsih and Y. Suchyadi, “Implementation of Principal Academic Supervision To Improve Teacher Performance in North Bogor,” Jhss (Journal Humanit. Soc. Stud., vol. 5, no. 2, pp. 179–183, 2021, doi: 10.33751/jhss.v5i2.3909.
Y. Suchyadi and Nurjanah, “Relationship between Principal Supervision in Increasing the Job Satisfaction of Private Junior High School Teachers in East Bogor District,” JHSS (Journal Humanit. Soc. Stud., vol. 02, no. 01, pp. 26–29, 2018, doi: https://doi.org/10.33751/jhss.v2i1.818.
Y. Suchyadi, “Relationship between Work Motivation and Organizational Culture in Enhancing Professional Attitudes of Pakuan University Lecturers,” JHSS (JOURNAL Humanit. Soc. Stud., vol. 01, no. 01, pp. 41–45, 2017, doi: https://doi.org/10.33751/jhss.v1i1.372.
Y. Suchyadi, N. Karmila, and N. Safitri, “Kepuasan Kerja Guru Ditinjau Dari Peran Supervisi Kepala Sekolah Dasar Negeri Di Kecamatan Bogor Utara,” JPPGuseda | J. Pendidik. Pengajaran Guru Sekol. Dasar, vol. 2, no. 2, pp. 91–94, Nov. 2019, doi: 10.33751/jppguseda.v2i2.1453.
R. Purnamasari et al., “Student Center Based Class Management Assistance Through The Implementation Of Digital Learning Models,” J. Community Engagem., vol. 02, no. 02, pp. 41–44, 2020, doi: https://doi.org/10.33751/jce.v2i2.2801.
Y. Suchyadi and H. Suharyati, “The Use Of Multimedia As An Effort To Improve The Understanding Ability Of Basic School Teachers ‘Creative Thinking In The Era ‘Freedom Of Learning,’” in Merdeka Belajar, A. Rahmat, Ed. Yogyakarta: Zahir Publishing, 2021, pp. 42–53.
Y. Suchyadi et al., “Increasing Personality Competence Of Primary School Teachers, Through Education Supervision Activities In Bogor City,” J. COMMUNITY Engagem., vol. 01, no. 01, 2019, [Online]. Available: https://journal.unpak.ac.id/index.php/jce
Y. Suchyadi et al., “Improving The Ability Of Elementary School Teachers Through The Development Of Competency Based Assessment Instruments In Teacher Working Group , North Bogor City,” J. COMMUNITY Engagem., vol. 02, no. 01, pp. 1–5, 2020, doi: https://doi.org/10.33751/jce.v2i01.2742.
S. Hardinata, Y. Suchyadi, and D. Wulandari, “Strengthening Technological Literacy In Junior High School Teachers In The Industrial Revolution Era 4.0,” J. Humanit. Soc. Stud., vol. 05, no. 03, pp. 330–335, 2021.
H. Suharyati, H. Laihad, and Y. Suchyadi, “Development of Teacher Creativity Models to Improve Teacher’s Pedagogic Competency in the Educational Era 4.0,” Int. J. Innov. Creat. Chang. www.ijicc.net, vol. 5, no. 6, pp. 919–929, 2019, [Online]. Available: www.ijicc.net
Y. Suchyadi, Nurjanah, and N. Karmila, Supervisi Pendidikan: Strategi Meningkatkan Profesionalisme Guru. Bogor: PGSD Universitas Pakuan, 2020.
Suchyadi, Y., & Suryani, A. "Educational Environment In The Implementation Of Character Education". JHSS (Journal Of Humanities And Social Studies), 5(2), 208-212. 2021.
Marwah, H. S., Suchyadi, Y., & Mahajani, T. "Pengaruh Model Problem Based Learning Terhadap Hasil Belajar Subtema Manusia Dan Benda Di Lingkungannya". Journal of Social Studies Arts and Humanities (JSSAH), 1(1), 42-45. 2021.
Suchyadi, Y., Sunardi, O., Suhardi, E., & Sundari, F. S. "Using a Multimedia for Natural Science Learning in Improving Concept Skills of Elementary School Teachers".
Hardinata, S., Suchyadi, Y., & Wulandari, D. "Model of Strengthening Technology Literacy for Junior High School Teachers in the Era of the Industrial Revolution 4.0."
Ghozali, I. 2011. Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Hariyanti, N. T., dan Wirapraja, A. 2018. Pengaruh influencer marketing sebagai strategi pemasaran digital era modern (sebuah studi literatur).
Irawanti, G. 2024. Pengaruh brand image, brand experience dan influencer marketing terhadap keputusan pembelian konsumen melalui minat beli sebagai variabel intervening pada produk kecantikan. Jurnal Penerapan Ilmu Manajemen Dan Kewirausahaan 9 (2): 165–183. https://doi.org/10.59603/masman.v2i1.324
Kotler, P., dan Armstrong, G. 2016. Principles of Marketing (16th ed.). Pearson Education.
Kotler, P., dan Keller, K. L. 2008. Marketing Management (13th ed.). Pearson Education.
Kotler, P., dan Keller, K. L. 2017. Prinsip-prinsip Manajemen Pemasaran (1st ed.). PT. Indeks: Jakarta.
Lee, E. J., dan Lawson-Body, A. 2011. The impact of social media on consumer behavior. Journal of Consumer Marketing 28 (2): 114–122. https://doi.org/10.1108/07363761111114596
Mahardini, S., Singal, V. G., dan Hidayat, M. 2022. Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian pada pengguna aplikasi TikTok di wilayah DKI Jakarta. Ikraith- Ekonomika 6 (1): 180–187.
Mahmud, A. 2021. Pengaruh citra merek, persepsi harga dan promosi terhadap keputusan pembelian konsumen. Paradoks: Jurnal Ilmu Ekonomi 4 (1): 1–11. https://doi.org/10.57178/paradoks.v4i1.289
Mardiasih, T. S. 2020. Pengaruh persepsi harga, kualitas produk, dan lokasi terhadap keputusan pembelian. IQTISHADequity Jurnal MANAJEMEN 2 (1). https://doi.org/10.51804/iej.v2i1.546
Mendur, M. E. M., Tawas, H. N., dan Arie, F. V. 2021. Pengaruh persepsi harga, kualitas produk dan atmosfer toko terhadap keputusan pembelian pada toko Immanuel Sonder. Jurnal EMBA 9 (3): 1079.
Ningrum, M. 2020. Pengaruh persepsi harga, kualitas pelayanan dan promosi terhadap keputusan pembelian. IQTISHADequity Jurnal MANAJEMEN 2 (1).
Pratiwi, C. S., dan Sidi, A. P. 2022. Pengaruh kualitas produk, harga dan influencer terhadap keputusan pembelian Scarlett Body Whitening. Relasi: Jurnal Ekonomi 18 (1): 192–204.
Purbiyanto, E. 2021. Pengaruh persepsi harga dan promosi terhadap keputusan pembelian konsumen air minum Syekher Water. Radiant 2
Rifki, M., Gunawan, R., dan Yulianingsih. 2023. Pengaruh persepsi harga dan citra merek terhadap keputusan pembelian flat shoes. Jurnal Visionida 9 (1): 84–95. https://doi.org/10.30997/jvs.v9i1.6805
Rumengan, G., Tumbel, A. L., Djemly, W., Rumengan, G., dan Tumbel, A. L. 2022. The effect of price perception, promotion, and product quality on consumer purchase decisions on Oppo smartphone products in Manado. Jurnal Manajemen 10 (2): 40–50.
Satriani Adaming. 2019. Pengaruh promosi terhadap keputusan pembelian produk kosmetik di Tokopedia. Jurnal Ilmu Ekonomi 7 (1): 145–157.
DOI: 10.33751/jhss.v8i3.10945
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
