A method and apparatus for controlling a power level of a beacon signal including analyzing a beacon signal received from a beacon device, controlling a power level of a beacon signal transmitted to a beacon communication module of a user terminal through a user message generated by the user terminal, and providing service information based on information regarding a location where the user terminal is located in a shop and personal setting information of the user terminal. To this end, the user terminal may include a beacon signal analysis module configured to receive the beacon signal from at least one beacon device and analyze the received beacon signal, a beacon interoperating module configured to generate a user message on the basis of the analysis, and a transmission power control module configured to control transmission power according to a transmission power control message received from the management server.