The Mediating Role of Brand Image in the Relationship between Price, Social Media Promotion, and iPhone Purchase Decisions at N.Applestuff Surabaya
Abstract
This study aims to analyze the effect of price and social media promotion on iPhone purchase decisions through brand image as an intervening variable at N.Applestuff Surabaya. The increasingly fierce competition in the premium smartphone business encourages business actors to implement appropriate pricing strategies and utilize social media promotion to build brand image and increase consumer purchase decisions. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 80 respondents who had seen N.Applestuff Surabaya's promotions on social media, using a random sampling technique. Data analysis was conducted using Structural Equation Modeling based on Partial Least Square (SmartPLS 3.0). The results show that price has a positive and significant effect on purchase decisions and brand image; social media promotion has a positive and significant effect on purchase decisions but not on brand image; brand image has a positive and significant effect on purchase decisions; and brand image is proven to mediate the effect of price on purchase decisions, but does not mediate the effect of social media promotion on purchase decisions. The findings suggest that N.Applestuff should prioritize value-based pricing and strengthen social media engagement strategies rather than relying solely on brand perception formation.
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