PENGARUH INFLUENCER MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI CAFE AOLA PANTURA LAMONGAN DIMEDIASI OLEH BRAND IMAGE

This study aims to analyze the influence of influencer marketing and price on consumers' purchasing decisions at Aola Pantura Lamongan Café, with brand image as a mediating variable. The growing trend of using influencers in promotional strategies, along with the importance of competitive pricing in the food and beverage industry, highlights the need for a deeper understanding of effective marketing approaches in shaping consumer purchasing behavior. This research applies a quantitative approach using Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed with SmartPLS software. Data were collected from 140 respondents who had been exposed to influencer content and made purchases at Aola Pantura Lamongan Café. The results indicate that both influencer marketing and price have a positive and significant impact on purchasing decisions. Furthermore, brand image also significantly affects purchasing decisions and mediates the influence of influencer marketing and price on consumer decisions. These findings suggest that purchasing decisions are not only driven by promotional efforts and pricing strategies but are also strongly influenced by consumers’ perceptions of brand image.