Pengaruh Produk Lokal Edisi Terbatas Terhadap Nilai yang Dirasakan, Kepercayaan Merek, dan Niat Beli dengan Frekuensi Pesan Kelangkaan Sebagai Variabel Moderasi
Hedar Wikudienta Arden, Widya Paramita, S.E., M.Sc., Ph.D.
2023 | Skripsi | MANAJEMEN
Initially, limited edition products were only applied to luxury cars. However, with the passage of time, sportswear companies often release limited edition shoes because shoes reflect human desires, identities, and can be used as a means of self-expression. This study aims to examine the influence of limited edition local brand product strategies on perceived value, brand trust, and purchase intention. The scarcity message type serves as a moderating variable to test if there is a significant difference between the One-Time Limited Edition (OLE) and Repeated Limited Edition (RLE) scarcity message types.
Data for this research were obtained by distributing online questionnaires to respondents. A total of 225 individuals with knowledge of limited edition Indonesian local brand shoes were sampled for this study. The sampling method used was non-probability sampling, specifically purposive-judgmental sampling. The analysis method employed in this research is Structural Equation Model (SEM), using SmartPLS version 4.0 software.
The results of this study indicate that the characteristics of limited edition product strategies have a positive influence on perceived value. Subsequently, perceived value has a positive effect on brand trust and purchase intention. Brand trust is also proven to have a positive impact on purchase intention. Meanwhile, the scarcity message type significantly affects the structural relationship between variables but does not demonstrate a significant difference.
Kata Kunci : Jenis Pesan Kelangkaan, Kepercayaan Merek, Niat Beli, Nilai yang Dirasakan, Produk Edisi Terbatas, Produk Merek Lokal, Brand Trust, Limited Edition Products, Local Brand Products, Perceived Value, Purchase Intention, Scarcity Message Type.