Pengaruh Social Media Marketing, Brand Equity dan Price Perception terhadap Repurchase Intention Produk Smartphone
Main Article Content
Abstract
Perkembangan media sosial sebagai saluran pemasaran digital telah mengubah strategi perusahaan dalam membangun loyalitas konsumen, khususnya pada produk Smartphone premium seperti iPhone. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing, Brand Equity, dan Price Perception terhadap Repurchase Intention pengguna iPhone di Jakarta, dengan pertanyaan utama mengenai sejauh mana ketiga variabel tersebut memengaruhi niat pembelian ulang konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei melalui kuesioner online yang disebarkan kepada 161 responden, serta dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa Social Media Marketing, Brand Equity, dan Price Perception berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap Repurchase Intention, dengan kontribusi ketiganya sebesar 79,6%. Temuan ini menegaskan pentingnya integrasi Social Media Marketing, penguatan Brand Equity, dan pengelolaan Price Perception dalam membentuk loyalitas konsumen iPhone. Implikasi penelitian ini meliputi perlunya Social Media Marketing yang lebih interaktif seperti user- generated content, live streaming dan kampanye komunitas, penguatan Brand Equity melalui konsistensi kualitas dan inovasi, serta pengelolaan Price Perception dengan program loyalitas, promosi terbatas, adanya program cicilan atau paylater dan skema pembayaran fleksibel agar konsumen semakin menilai harga premium sepadan dengan manfaat.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Algustin. (2021). Pengaruh Brand Equity Terhadap Minat Beli Ulang Produk Emina Pada Generasi Y. JURNAL Semarak, 4(2), 98. Https://Doi.Org/10.32493/Smk.V4i2.10994
Alissyahbana, T. (2025). Peran Customer Satisfaction Dalam Memediasi Pengaruh E- Service Quality, Product Innovation Dan Price Perception Terhadap Repurchase Intention Pada Pengguna Aplikasi Halodoc (Doctoral Dissertation, Universitas Islam Sultan Agung Se. Https://Repository.Unissula.Ac.Id/Id/Eprint/39483
Anwar, M., & Andrean, D. (2021). The Effect Of Perceived Quality, Brand Image, And Price Perception On Purchase Decision. Proceedings Of The 4th International Conference On Sustainable Innovation 2020-Accounting And Management (Icosiams 2020), 176(Icosiams 2020), 78–82. Https://Doi.Org/10.2991/Aer.K.210121.012
Aquinia, A., & Soliha, E. (2020). The Effect Of Brand Equity Dimensions On Repurchase Intention. Diponegoro International Journal Of Business, 3(2), 97–103. Https://Doi.Org/10.14710/Dijb.3.2.2020.97-103
Caminade, J., & Borck, J. (2023). The Continued Growth And Resilience Of Apple’s App Store Ecosystem. The Continued Growth And Resilience Of Apple’s App Store Ecosystem, May, 1–21. Https://Www.Apple.Com/Newsroom/Pdfs/The-Continued- Growth-And-Resilience-Of-Apples-App-Store-Ecosystem.Pdf
Chen, W.-K., Ling, C.-J., & Chen, C.-W. (2023). What Affects Users To Click Social Media Ads And Purchase Intention? The Roles Of Advertising Value, Emotional Appeal And Credibility. Asia Pacific Journal Of Marketing And Logistics, 35(8), 1900–1916. Https://Doi.Org/10.1108/APJML-01-2022-0084
Dewi, W., Sutanto, R., & Trust, B. (2024). The Role Of Brand Trust , Brand Image , Brand Equity On Repurchase Intention. 119–128. Https://Doi.Org/10.37641/Jimkes.V12i1.2395
Diab, D., Noor Khan, T., & Saad Almjnoni, R. (2025). Brand Equity And Consumer Response In The Food And Beverage Industry (Cafés) In Saudi Arabia. International Journal Of Emerging Research In Engineering, Science, And Management, 4(1), 22–30. Https://Doi.Org/10.58482/Ijeresm.V4i1.3
Dropulić, B., Krupka, Z., & Vlašić, G. (2022). Brand Equity In A Digital Age: Systematic Literature Review. Economic Thought And Practice, 31(1), 277–302. Https://Doi.Org/10.17818/EMIP/2022/1.13
Duerod, M. (2023). Determinants Of Consumer Based Brand Equity At Luxury Hotels In Bosnia And Herzegovina. 11(9), 142–166.
Fatimah, N. O., & Transistari, R. (2023). Pengaruh Product Diversity, Price Perception, Location, Dan Service Quality Terhadap Repurchase Intention Konsumen Kopi Njongke Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 3(2), 165. Https://Doi.Org/10.35917/Cb.V3i2.342
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro
Hadi, A. S. (2021). The Influence Of Product Attribute, Promotion Mix, Distribution Channel, And Price Toward Repurchase Intention On IPhone. Asian Management And Business Review, 1(2), 95–104. Https://Doi.Org/10.20885/Ambr.Vol1.Iss2.Art2
Hafez, M. (2021). The Impact Of Social Media Marketing Activities On Brand Equity In The Banking Sector In Bangladesh: The Mediating Role Of Brand Love And Brand Trust. International Journal Of Bank Marketing, 39(7), 1353–1376. Https://Doi.Org/10.1108/IJBM-02-2021-0067
Hafidh, M. Z. Al, Muhammad Adam, & Mukhlis. (2024). The Influence Of Brand Experience And Brand Attitude On Repurchase Intention With Brand Equity As A Mediating Variable On IPhone Users In Aceh. International Journal Of Scientific Research And Management (IJSRM), 12(07), 6761–6769. Https://Doi.Org/10.18535/Ijsrm/V12i07.Em05
Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials Of Business Research Methods Fourth Edition. In Routledge Taylor & Francis Group. Routledge.
Hasbullah, H., & Sriyono, S. (2024). Unlocking IPhone Brand Loyalty And Extension Insights. Indonesian Journal Of Innovation Studies, 25(1). Https://Doi.Org/10.21070/Ijins.V25i1.1091
Ho, M. H. W., & Chung, H. F. L. (2020). Customer Engagement, Customer Equity And Repurchase Intention In Mobile Apps. Journal Of Business Research, 121(April), 13–21. Https://Doi.Org/10.1016/J.Jbusres.2020.07.046
Hui-Wen Chuah, S., Sujanto, R. Y., Sulistiawan, J., & Cheng-Xi Aw, E. (2022). What Is Holding Customers Back? Assessing The Moderating Roles Of Personal And Social Norms On CSR’S Routes To Airbnb Repurchase Intention In The COVID-19 Era. Journal Of Hospitality And Tourism Management, 50, 67–82. Https://Doi.Org/Https://Doi.Org/10.1016/J.Jhtm.2021.12.007
Inria, S. (2024). The Influence Of Product Quality, Price, And Promotion On Pur- Chasing Decisions Of IPhone Products. 12, 734–740.
Jalil, M. I. A., Lada, S., Bakri, M. A., & Hassan, Z. (2021). Halal Cosmetics Repurchase Intention: The Role Of Marketing In Social Media. Journal Of Islamic Monetary Economics And Finance, 7(4), 629–650. Https://Doi.Org/10.21098/Jimf.V7i4.1379
Jiang, B. (2024). Apple’s Journey: The Strategic Evolution From Startup To Tech Giant. SHS Web Of Conferences, 207, 01027. Https://Doi.Org/10.1051/Shsconf/202420701027
Juningsih, J., & Pratminingsih, S. A. (2025). The Influence Of Brand Equity And Price On Repurchase Interest Through Customer Satisfaction As An Intervening Variable On Samsung Smartphones In Generation Z, Bandung City. Dinasti International Journal Of Education Management And Social Science, 6(5), 3649–3658. Https://Doi.Org/10.38035/Dijemss.V6i5.4627
Karunaratne, A. (2021). Impact Of Brand Equity Dimensions On Repurchase Intention : Evidence From Impact Of Brand Equity Dimensions On Repurchase Intention : Evidence From Soft Drinks Consumption Of Adolescents. September. Https://Doi.Org/10.4038/Sajbi.V1i1.37
Khoirunnisa, A., & Astini, R. (2021). The Effects Of Experiential Marketing And Social Media Marketing On Repurchase Intention With Brand Trust As Variable Mediation For Wearing Klamby Hijab Fashion Products. European Journal Of Business And Management Research, 6(6), 35–41. Https://Doi.Org/10.24018/Ejbmr.2021.6.6.1145
Kim, A. J., & Ko, E. (2022). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study Of Luxury Fashion Brand. Journal Of Business Research, 65(10), 1480–1486. Https://Doi.Org/10.1016/J.Jbusres.2011.10.014
Kotler, P., & Keller, K. L. (2024). Marketing management (17th ed.). Pearson.
Lai, M., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2020). Investigating The Role Of Social Media Marketing On Value Co-Creation And Engagement : An Empirical Study In China And Hong Kong. Xxxx. Https://Doi.Org/10.1016/J.Ausmj.2020.03.006
Laradi, S., Berber, N., Rehman, H. M., Hossain, M. B., Hiew, L. C., & Illés, C. B. (2023). Unlocking The Power Of Social Media Marketing: Investigating The Role Of Posting, Interaction, And Monitoring Capabilities In Building Brand Equity. Cogent Business And Management, 10(3). Https://Doi.Org/10.1080/23311975.2023.2273601
Le, T., & Nguyen, H. (2021). Fostering Loyalty As Repurchase Intention: The Role Of Relationship Marketing And Word-Of-Mouth. International Journal Of Health Economics And Policy, 6(2), 72–78. Https://Doi.Org/10.11648/J.Hep.20210602.16
Lestari, R., Mohidin, R., & Lada, S. (2025). The Influence Of Menu Diversity , Price Perception , Social Media On Repurchase Interest Through Customer Satisfaction Of Msmes In Gado-. 12(1), 80–90.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, And Future Agenda. Journal Of The Academy Of Marketing Science, 49(1), 51–70. Https://Doi.Org/10.1007/S11747-020- 00733-3
Maemunah, S., Karyatun, S., & Digdowiseiso, K. (2023). The Influence Of Product Quality, Price Perception, And Brand Image On The Purchase Decision Of Bimoli Cooking Oil At Alfamart Minimarket In Pasar Minggu Area, South Jakarta. Jurnal Syntax Admiration, 4(4), 727–738. Https://Doi.Org/10.46799/Jsa.V4i4.905
Maisarah Hamizan, Noor Hidayah Abu, Mohd Fitri Mansor, & Mohd Azian Zaidi. (2023). An Analysis Of The Effect Of Price And Quality On Customer Buying Patterns: An Empirical Study Of IPhone Buyers. International Journal Of Interactive Mobile Technologies (IJIM), 17(18), 118–128. Https://Doi.Org/10.3991/Ijim.V17i18.42917
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The Influence Of Social Media On Purchase Intention: The Mediating Role Of Brand Equity. Cogent Business And Management, 8(1). Https://Doi.Org/10.1080/23311975.2021.1944008
Marphy, K. O., Thesis, M., Marketing, M. I. N., Program, I., Management, I. N., Economics, F. O. F., & Brawijaya, U. (2021). The Role Of Social Media Marketing Towards Customer Repurchase Intention For Fashion Apparel With Brand Image As Mediating Variable ( A Study In Levi Strauss & Co .).
Maskuroh, N., Fahlevi, M., Irma, D., Rita, & Rabiah, A. S. (2022). Social Media As A Bridge To E-Commerce Adoption In Indonesia: A Research Framework For Repurchase Intention. International Journal Of Data And Network Science, 6(1), 107–114. Https://Doi.Org/10.5267/J.IJDNS.2021.9.017
Memarista, G., & Wijaya, V. J. (2024). Spending Behavior: Repurchase Intention For Online Shoppers. Research In Management And Accounting, 7(1), 20–34. Https://Doi.Org/10.33508/Rima.V7i1.5442
Nguyen, L., Nguyen, T. H., & Tan, T. K. P. (2021). An Empirical Study Of Customers’ Satisfaction And Repurchase Intention On Online Shopping In Vietnam. Journal Of Asian Finance, Economics And Business, 8(1), 971–983. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No1.971
Paksi, Y. R., & Indarwati, T. A. (2021). Peran Sales Promotion Dan Brand Equity Dalam Memengaruhi Re-Purchase Intention Produk Fashion Di Marketplace. Jurnal Ilmu Manajemen, 9(4), 1582–1591. Https://Doi.Org/10.26740/Jim.V9n4.P1582-1591
Panjaitan, F. A. B. K., Juharsah, J., Muhamat, A. A., Damau, U. O., & Panjaitan, H. (2024). The Role Of Price Perception In Interest In Buying Smartphones Through Optimization Of Product Quality And Brand Image. Jurnal Aplikasi Bisnis Dan Manajemen, 10(2), 447–456. Https://Doi.Org/10.17358/Jabm.10.2.447
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The Role Of E-Satisfaction, E-Word Of Mouth And E-Trust On Repurchase Intention Of Online Shop. International Journal Of Data And Network Science, 5(4), 593–600. Https://Doi.Org/10.5267/J.Ijdns.2021.8.008
Pratiwi, L. B., Rizan, M., & Krissanya, N. (2025). The Influence Of Social Media Marketing, Brand Equity, And Social Brand Engagement On Repurchase Intention Toward NPURE Skincare Brand. International Journal Of Education, Social Studies, And Management (IJESSM), 5(2), 960–978. Https://Doi.Org/10.52121/Ijessm.V5i2.819
Salsabella, J., Andini, A., & Soliha, E. (2023). The Effect Of Product Quality, Price Perception And Promotion On Repurchase Interest (Empirical Study On Consumers Of Scarlett Skincare Users In Semarang City). Jurnal Ekonomi, 12(02), 2023. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Sari, A. M., & Mulia, D. (2025). Analysis Of The Effect Of Perceived Price, Social Media Review, Brand Image, And Word Of Mouth On The Re-Purchase Intention. Dinasti International Journal Of Management Science, 6(4), 654–661. Https://Doi.Org/10.38035/Dijms.V6i4.4247
Senduk, I. F. A., Tulung, J. E., & Arie, F. V. (2021). The Effect Of Brand Image, Price Perception, And Promotion On Purchase Decision At Pizza Hut In Manado. Jurnal EMBA, 9(4), 1134–1143.
Simbolon, F. P., & Law, V. (2022). Social Media Marketing Through Instagram And Repurchase Intention : The Mediating Role Of Customer Engagement. 13(November), 223–232. Https://Doi.Org/10.21512/Bbr.V13i3.8576
Srivastava, P., Gupta, S. L., Mishra, N., Srivastava, S., & Mangla, S. K. (2022). Social Media Marketing And Brand Loyalty: Analyzing The Mediating Role Of Brand Trust. Thailand And The World Economy, 40(3), 55–68.
Subawa, N. S. (2020a). The Effect Of Experiential Marketing, Social Media Marketing, And Brand Trust On Repurchase Intention In Ovo Applications. International Research Journal Of Management, IT And Social Sciences, 7(3), 11–21. Https://Doi.Org/10.21744/Irjmis.V7n3.881
Subawa, N. S. (2020b). The Effect Of Experiential Marketing, Social Media Marketing, And Brand Trust On Repurchase Intention In Ovo Applications. International Research Journal Of Management, IT And Social Sciences. Https://Doi.Org/10.21744/Irjmis.V7n3.881
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.
Suryoko, S., Bisnis, A., & Diponegoro, U. (2018). Pengaruh Brand Equity Terhadap Repurchase Intention Melalui Brand Preference. Jurnal Ilmu Administrasi Bisnis, 7(3), 160–170.
Tendur, S. T. ., Hutabarat, V. V., & Tumbelaka, S. S. . (2021). Price Perception, Service Quality And Customer Satisfaction (Empirical Study On Cafes At Tondano City). International Journal Of Tourism And Hospitality In Asia Pasific, 4(3), 19–31. Https://Doi.Org/10.32535/Ijthap.V4i3.1196
Triani, S., Askolani, & Arif. (2024). The Influence Of Price Perception And Service Quality On Repurchase Intention Of Grabbike (Survey On UNPER Students Using Grabbike Transportation Services). Journal Of Law, Social Science, And Management Review, 1(1), 9–20. Https://Doi.Org/10.70963/Jlsmr.V1i1.87
Warmika, I. G. K. (2022). Antecedents And Consequences Of Brand Equity On Repurchase Intention Of Beauty Salon Consumers. 7(3), 344–346.
Yonathan, G. E., & Bernarto, I. (2022). Pengaruh Content Marketing Instagram , Social Media Marketing Instagram , Price , Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar. 6(2), 106–119. Https://Doi.Org/10.31602/Atd.V6i2.6377
Zielke, S., De Toni, D., & Mazzon, J. A. (2023). Cognitive, Emotional And Inferential Paths From Price Perception To Buying Intention In An Integrated Brand Price Image Model. SN Business And Economics, 3(1), 1–25. Https://Doi.Org/10.1007/S43546-022-00395-Z