Pengaruh Scarcity Marketing Dan Hedonic Shopping Motivation Terhadap Impulse Buying pada Pembelian Merchandise K-Pop di Weverse Shop (Studi pada Penggemar Seventeen di Aplikasi X)

Abstract

The growing Korean Wave phenomenon has made the K-Pop industry increasingly popular globally, including in Indonesia. One form of fan participation is buying official merchandise which is often released on a limited basis. This habit can trigger consumptive behavior such as Impulse Buying, which is influenced by internal factors in the form of Hedonic Shopping Motivation and external factors such as Scarcity Marketing applied by platforms such as Weverse Shop. This study aims to analyze the influence of Scarcity Marketing and Hedonic Shopping Motivation on Impulse Buying in purchasing K-Pop merchandise at Weverse Shop by Seventeen fans through the X application. The influence between Scarcity Marketing and Hedonic Shopping Motivation will be analyzed partially and simultaneously on Impulse Buying. The form of research used in this research is quantitative research with an associative approach. Sampling was done through purposive sampling technique and used 96 respondents as samples. Primary data used in this study were obtained by distributing questionnaires via google form while secondary data were obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted show that the scarcity marketing variable (X1) has a significant effect on Impulse Buying, the tvalue is 3.609>1.985. Hedonic shopping motivation has a significant positive effect on Impulse Buying, the tvalue is 4.774>1.985. Simultaneously, these two variables have a significant effect on Impulse Buying, with an R Square value of 0.460, which means that 46% of the variation in Impulse Buying can be explained by these two variables, while 54% is influenced by other factors not discussed in the study.