SCARCITY MARKETING AND PURCHASE INTENTION: MEDIATING ROLES OF PERCEIVED VALUE AND WILLINGNESS TO PAY
DOI:
https://doi.org/10.24843/BSE.2026.v31.i02.p10Kata Kunci:
Local Fashion, Perceived Value, Purchase Intention, Scarcity Marketing, Willingness to Pay, Fesyen Lokal, Kesediaan untuk Membayar, Niat Pembelian, Nilai yang Dirasakan, Pemasaran KelangkaanAbstrak
Scarcity marketing is widely used by local fashion brands, yet its mechanisms remain understudied outside luxury settings. This study examines how scarcity marketing affects purchase intention through perceived value and willingness to pay among consumers of Rucas.co, an affordable Indonesian denim brand with limited, non-restocked releases. Survey data from 222 consumers were analyzed using PLS-SEM. Scarcity marketing positively affected perceived value (β = 0.689), willingness to pay (β = 0.832), and purchase intention (β = 0.244). Perceived value (β = 0.315) and willingness to pay (β = 0.384) increased purchase intention and mediated the effect of scarcity (indirect effects = 0.217 and 0.320; VAF = 68.8 percent), indicating complementary partial mediation. The model explained 71.9 percent of the variance in purchase intention. The study integrates commodity, perceived value, and reactance theories into a dual-route explanation of value appraisal and price acceptance. The findings apply most directly to local brands with genuinely limited supply, affordable prices, and community-based digital distribution.
Scarcity marketing banyak digunakan merek fesyen lokal, tetapi mekanismenya belum banyak dikaji di luar konteks barang mewah. Penelitian ini menganalisis pengaruh scarcity marketing terhadap purchase intention melalui perceived value dan willingness to pay pada konsumen Rucas.co, merek denim lokal yang menawarkan harga terjangkau dengan rilis terbatas tanpa restock. Data survei dari 222 konsumen dianalisis menggunakan PLS-SEM. Scarcity marketing berpengaruh positif terhadap perceived value (β = 0,689), willingness to pay (β = 0,832), dan purchase intention (β = 0,244). Perceived value (β = 0,315) dan willingness to pay (β = 0,384) meningkatkan purchase intention dan memediasi pengaruh scarcity marketing (efek tidak langsung = 0,217 dan 0,320; VAF = 68,8 persen), yang menunjukkan mediasi parsial komplementer. Model menjelaskan 71,9 persen varians purchase intention. Penelitian ini mengintegrasikan commodity theory, perceived value theory, dan reactance theory ke dalam penjelasan dua jalur, yaitu penilaian nilai dan penerimaan harga. Temuan ini paling relevan bagi merek lokal dengan pasokan yang benar-benar terbatas, harga terjangkau, dan distribusi digital berbasis komunitas.
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