Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 9 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi
Articles

PENGARUH BRAND PRESTIGE DAN SCARCITY MARKETING TERHADAP KEPUTUSAN PEMBELIAN(Survei Pada Konsumen Rucas di Indonesia)

pdf
  • Diar Rusadi,
  • Dr. H. Ari Arisman, M.M.,
  • Gian Riksa Wibawa, M.M
Diar Rusadi
Universitas Perjuangan Tasikmalaya

Published 2025-08-25

Keywords

  • Brand Prestige, Scarcity Marketing, Purchase Decision
Copyright Notice

How to Cite

PENGARUH BRAND PRESTIGE DAN SCARCITY MARKETING TERHADAP KEPUTUSAN PEMBELIAN(Survei Pada Konsumen Rucas di Indonesia). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(9), 281-290. https://doi.org/10.2324/mqhvbk85

Abstract

The formulation of the problem in this study is how Brand Prestige and Scarcity Marketing influence Purchasing Decisions on Rucas consumers in Indonesia. The purpose of this study is to determine the influence of Brand Prestige, Scarcity Marketing on Purchasing Decisions on Rucas consumers in Indonesia. The method used in this study is quantitative with a causality approach. The sampling technique used is purposive sampling which was taken by 100 respondents. The data technique used is by distributing questionnaires. The data analysis tool used in this study is multiple linear regression using SPSS version 27. The results of this study indicate that Brand Prestige and Scarcity Marketing simultaneously and partially have a positive and significant influence on Purchasing Decisions on Rucas consumers in Indonesia

pdf

References

  1. 1 Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity Messages. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
  2. 2 Arfah, Y., Nasution, B., & Siregar, R. J. (2022). Keputusan Pembelian Produk. PT Inovasi Pratama Internasional. https://books.google.co.id/books?id=nTxlEAAAQBAJ
  3. 3 Awaluddin, M., Sijal, M., & Souhoka, S. (2024). Metode Penelitian Manajemen dan Bisnis (A. Susanto, Ed.). Yayasan Tri Edukasi Ilmiah. https://books.google.co.id/books?id=75whEQAAQBAJ&printsec=copyright&hl=id#v=onepage&q&f=false
  4. 4 Chabachib, M., & Abdurahman, M. I. (2020). Determinan Nilai Perusahaan Dengan Struktur Modal Sebagai Variabel Moderasi.
  5. 5 Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publication, Inc.
  6. 6 Darma, B. (2021). Statistika Penelitian Menggunakan SPSS. Guepedia. https://books.google.co.id/books?id=acpLEAAAQBAJ
  7. 7 Darussalam, D., & Supardi, S. (2024). Price, Brand, Quality, Prestige on Purchase Decisions through Buying Interest as Intervening Variables. https://doi.org/10.21070/ups.5772
  8. 8 Deepak, K. A., & Jeyakumar. (2019). Marketing Management. www.orangebooks.in
  9. 9 Dewi, I. S., & Prasojo, E. (2024). Pengaruh Diferensiasi, Prestise, dan Performa Sistem Operasi terhadap Keputusan Pembelian Handphone Iphone di Kabupaten Magelang. Journal of Economics, Business, Accounting and Management, 2(2), 157–174. https://doi.org/10.61476/yrkm9p97
  10. 10 Duli, N. (2019). Metodologi Penelitian Kuantitatif: Beberapa Dasar untuk Penulisan Skripsi & Analisis Data dengan SPSS. CV. Budi Utama.
  11. 11 Firmansyah, M. A. (2018). PERILAKU KONSUMEN. Deepublish. https://www.researchgate.net/publication/329587407
  12. 12 Griffin, R. W. (2022). Fundamentals of management (10th ed.). Cengage.
  13. 13 Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., Hill, R., John, D. R., Mittal, C., O’Guinn, T., Piff, P., Roux, C., Shah, A., & Zhu, M. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47(3), 532–550. https://doi.org/10.1007/s11747-018-0604-7
  14. 14 Indrajaya, S. (2024). Manajemen Pemasaran. Kaizen Media Publishing.
  15. 15 Jenderal, S., & Perdagangan, K. (2024). Perdagangan Digital (E-Commerce) Indonesia Periode 2023 Pusat Data dan Sistem Informasi.
  16. 16 Kotler, P., & Amstrong, G. (2014). Prinsip-prinsip Pemasaran. Edisi 12.Jilid 1. Terjemahan Bob Sebran. Jakarta: Erlangga (12th ed.).
  17. 17 Kotler, Phillip, & Keller, K. L. (2016). Marketing Management (15th ed.).
  18. 18 Kuncoro, A. (2018). Metodologi Penelitian Manajemen. https://www.researchgate.net/publication/380128723
  19. 19 Kusumastuti, A. R., & Setyabudi, D. (2018). Hubungan Brand Image, Brand Prestige, Lifestyle, dan Social Influence dengan Keputusan Pembelian Produk Tiruan Merek Chanel. Interaksi Online, 6(3), 84–95.
  20. 20 Ladeira, W. J., Lim, W. M., de Oliveira Santini, F., Rasul, T., Perin, M. G., & Altinay, L. (2023). A meta‐analysis on the effects of product scarcity. Psychology & Marketing, 40(7), 1267–1279. https://doi.org/10.1002/mar.21816
  21. 21 Lahoti, Y. (2021). Impact of Time Scarcity Marketing Promotions in Online Retail on Consumers Purchase Decision. https://doi.org/10.48047/nq.2021.19.10.NQ2212
  22. 22 Machali, I. (2021). Metode Penelitian Kuantitatif. Fakultas Ilmu tarbiyah dan Keguruan.
  23. 23 Maidina. (2021). Penelitian Survey. ALACRITY: Journal Of Education, 2(2), 20–29. http://lpppipublishing.com/index.php/alacrity
  24. 24 Mankiw, N., & Gregory. (2007). Makroekonomi / N. Gregory Mankiw; Penerjemah: Fitria Liza, Imam Nurmawan.
  25. 25 Maryadi, M. (2020). Membandingkan Hasil Uji Statistika Parametrik dan Nonparametrik. JOURNAL OF APPLIED MANAGERIAL ACCOUNTING, 4(1), 142–149. https://doi.org/10.30871/jama.v4i1.1949
  26. 26 Muhfizar, Saryanto, Ningsih, A., & Rudiyanto, M. (2020). Pengantar Manajemen (Teori dan Konsep).
  27. 27 Mulyana, A., Susilawati, E., & Fransisca, Y. (2024). Metode Penelitian Kuantitatif (Rini Oktavera). CV. Tohar Media. https://books.google.co.id/books?id=axwnEQAAQBAJ&printsec=frontcover&hl=id&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
  28. 28 Musa, M. I. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Universitas Negeri Makassar (Vol. 5).

Most read articles by the same author(s)

Similar Articles

You may also start an advanced similarity search for this article.