Ubay Husen, Hery Pudjoprastyono

The Influence Of Influencer Marketing And Price Perception On Iphone Purchase Decisions In Surabaya City

Introduction

The influence of influencer marketing and price perception on iphone purchase decisions in surabaya city. Explore how influencer marketing and price perception significantly impact iPhone purchase decisions among consumers in Surabaya. This study reveals both factors positively influence buying choices.

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.

Review

The study titled "The Influence Of Influencer Marketing And Price Perception On Iphone Purchase Decisions In Surabaya City" investigates a timely and pertinent subject in consumer behavior and marketing. It aims to dissect how two critical factors—influencer marketing and consumers' perception of price—individually shape the decision-making process for iPhone purchases among consumers in Surabaya City. Given the widespread adoption of smartphones and the significant market presence of Apple's iPhone, understanding these drivers is essential for both academics and industry professionals in the highly competitive telecommunications sector. The research employs a quantitative approach, drawing data from 108 iPhone users in Surabaya selected through purposive sampling. This targeted sample, combined with the use of Partial Least Squares (PLS) for data analysis, suggests a methodologically sound framework for examining the hypothesized relationships, ensuring the assessment of validity and reliability. The focus on a specific brand within a particular geographical context allows for a granular understanding of consumer dynamics, offering focused insights into local market behavior that can inform broader marketing strategies. The findings clearly indicate that both influencer marketing and price impression significantly and positively impact the decision to purchase an iPhone. These results provide concrete evidence for marketers on the continued relevance of leveraging digital influencers and strategically managing price perceptions to drive sales for premium products. While the abstract successfully highlights these key outcomes, a comprehensive discussion in the full paper on the specific mechanisms through which "price impression" operates (e.g., value proposition, perceived prestige) and the nuances of effective influencer engagement strategies would further enrich the contribution of this study.

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