Andi Kardinal, Ahmad Efendi, Rusdi Raprayogha

Local brands in Indonesia face increasing competitive pressure within the digital marketplace, driving a shift from traditional promotional media toward more targeted online strategies. This study examines the influence of social media promotion and influencer marketing on consumer purchase intention toward Compass, a local footwear brand, with price perception tested as a moderating variable. A quantitative explanatory approach was used, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS based on data from 150 respondents aged 18–35 in Makassar who actively use social media and are familiar with Compass products. The results show that both social media promotion and influencer marketing significantly increase purchase intention, while price perception moderates these relationships in different directions. High price perception weakens the effect of social media promotion, whereas influencer endorsements retain persuasive strength even under higher price evaluations. These findings highlight the importance of integrating price-sensitive strategies into digital promotional activities and demonstrate that influencer-based communication offers greater behavioral impact than general promotional exposure. Practical implications suggest that local brands should adopt data-driven digital marketing strategies aligned with consumer value assessments to enhance market competitiveness.