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Dampak Kelangkaan dan Keunikan dalam Perilaku Pembelian Produk Perawatan Pribadi Edisi Terbatas
To attract customers, personal care product companies from South Korea often use artists from that country as brand ambassadors and launch limited edition personal care products. This limited edition scarcity message raises Perceived Scarcity in consumers' minds and will then affect Purchase Intention. This study aims to clarify whether scarcity message has a positive effect on Assumed Expensiveness, Perceived Quality, and Perceived Uniqueness which then has a positive effect on Perceived Value. Assumed Expensiveness is estimated to have a positive effect on Perceived Sacrifice which then has a negative effect on Perceived Value. Finally, it is Perceived Value that will positively affect Purchase Intention. Data was collected by purposive sampling method using a survey to buyers of limited edition personal care products in collaboration with K-Pop artists. The data results from 162 respondents were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results of data processing show that the data supports all hypotheses, except for the relationship between Perceived Scarcity and Perceived Quality, Assumed Expensiveness and Perceived Quality, and Perceived Sacrifice and Perceived Value. The results of the study are expected to be a useful input for managers of personal care product companies in making managerial decisions, especially in terms of launching limited edition products..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13109 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Scarcity Marketing Personal Care Products Limited Edition |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xi, 109 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |