Pengaruh Scarcity Marketing  dan Potongan Harga Terhadap Keputusan Pembelian Produk Erigo di Kota Medan  : Penelitian

Wilmer Nicholas Yabes Abi; Onan Marakali Siregar

doi:10.31004/jerkin.v4i3.5035

Authors

Wilmer Nicholas Yabes Abi Universitas Sumatera Utara
Onan Marakali Siregar Universitas Sumatera Utara

DOI:

https://doi.org/10.31004/jerkin.v4i3.5035

Keywords:

Scarcity Marketing, Price Discount, and Purchasing Decision

Abstract

This study aims to analyze the effect of scarcity marketing and price discounts on purchasing decisions of Erigo apparel products in Medan City. A quantitative approach with a causal associative design was employed. Data were collected through a Likert-scale questionnaire distributed to 100 respondents selected using purposive sampling, consisting of Erigo consumers aged at least 17 years who had previously made purchases using limited-time promotions, limited stock offers, and price discounts via the Shopee platform. The data were analyzed using multiple linear regression, preceded by validity testing, reliability testing, and classical assumption tests. The results indicate that scarcity marketing has a positive and significant effect on purchasing decisions. Price discounts also have a positive and significant effect on purchasing decisions. Simultaneously, both independent variables significantly influence purchasing decisions. The coefficient of determination (R²) value of 0.545 indicates that scarcity marketing and price discounts explain 54.5% of the variation in purchasing decisions, while the remaining variation is influenced by other factors outside the research model.

References

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2022). Multivariate Data Analysis (8th ed.). Pearson.

Heriyanto, C., Oktavio, A., dan Kaihatu, T. S. (2021). Peran Scarcity Marketing Dan Perceived Value Terhadap Purchase Intention Pada Pengguna Traveloka. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 8(1): 71-84.

Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.

Kotler, P., Kartajaya, H., dan Setiawan, I. (2019). Marketing 4.0: Bergerak dari Tradisional ke Digital. Jakarta: PT. Gramedia Pustaka Utama.

Machali, I. (2021). Metode Penelitian Kuantitatif: Panduan Praktis Merencanakan, Melaksanakan dan Analisis dalam Penelitian Kuantitatif. Yogyakarta: Fakultas Ilmu Tarbiyah dan Keguruan Universitas Islam Negeri (UIN) Sunan Kalijaga Yogyakarta.

Manik, C. M., & Siregar, O. M. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian pada Konsumen Starbucks di Kota Medan. Journal of Social Research, 1(7), 694-707.

Mustajab, R. (2023). Kinerja Industri Tekstil Kembali Terkoreksi pada Kuartal II/2023. Data Indonesia. Diakses pada 4 Desember 2023, dari https://dataindonesia.id/industri-perdagangan/detail/kinerja-industritekstil-kembali-terkoreksi-pada-kuartal-ii2023

Nababan, D. F., & Siregar, O. M. (2022). Analisis perilaku konsumen generasi milenial dalam memutuskan pembelian secara online pada masa pandemi COVID-19 di Kota Medan. Journal of Social Research, 1(6), 545-555.

Nuryadi., et al. (2017). Dasar-Dasar Statistik Penelitian. Yogyakarta: Sibuku Media.

Priadana, H. M. S., dan Sunarsi, D. (2021). Metode Penelitian Kuantitatif. Tangerang: Pascal Books.

ProfileTree. (2023). Global Fashion Industry Statistics: All You Need to Know. ProfileTree.com. Diakses pada 28 Agustus 2024, dari https://profiletree.com/global-fashion-industry-statistics/#global-fashion-industry-statistics-general-numbers

Risma, S., dan Sukmawati, C. (2023). Pengaruh Price Discount Terhadap Impulse Buying Pada Aplikasi Shopee Indonesia (Studi Pada Pengguna Aplikasi Shopee Masyarakat Gampong Beurandang, Syamtalira Bayu, Aceh Utara). NEGOTIUM: Jurnal Ilmu Administrasi Bisnis, 6(1): 14-39.

Sari, A., Dahlan., dan Tuhumury, R. A. (2023). Dasar-dasar Metodologi Penelitian. Jayapura: CV. Angkasa Pelangi.

Siregar, O. M., & Nasution, M. D. T. P. (2023). Perilaku konsumen offline & online. PT. Dewangga Energi Internasional.

Siregar, O. M., & Nasution, M. D. T. P. (2023). Revolutionizing Marketing: Strategi Inovatif Bisnis Modern. CV. Mitra Cendekia Media.

Soraya, A., & Siregar, O. M. (2021). Pengaruh Country of Origin dan Brand Image terhadap Keputusan Pembelian Produk Nature Republic pada Mahasiswa di Universitas Sumatera Utara. Senriabdi, 400-416.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R &. D. Bandung: CV. Alfabeta.

Sutrisno, G. T., Santoso, L. S., dan Tandjung, C. N. (2022). Bagaimana Pengaruh Scarcity Promotion terhadap Online Impulse Purchasing. Jurnal Ilmiah Psikologi Mind Set, 13(1): 1-11.

Wang, S. (2023). The Impact of Scarcity Marketing Models on Consumer Behavior in the Luxury Industry - The Case of Hermes. Highlights in Business, Economics and Management, 19:374-39.

Warnerin, G., dan Dwijayanti, R. (2020). Pengaruh Diskon Dan In-Store Display Terhadap Impulse Buying Konsumen Matahari Department Store Gress Mall Gresik. Jurnal Pendidikan Tata Niaga (JPTN). 8(2): 896-903.

Zozalbo, F. Z., dan Astuti, R. D. (2021). The Effect of Specific Discount Pattern and Product Type on Customers Purchase Intention in E-commerce Platform. 4th International Conference on Economics, Business and Economic Education Science. European Union Digital Library.