Pengaruh Scarcity Marketing dan Potongan Harga terhadap Keputusan Pembelian Produk Pakaian Erigo Store (Studi pada Konsumen Produk Pakaian Erigo Store di Kota Medan)

Abstract

The increasing public demand for clothing products that follow current trends has led to the growth of various local brands. Erigo is one of the most popular local brands, particularly among the younger generation. To remain competitive and attract consumer attention, Erigo employs marketing strategies such as scarcity marketing and price discounts. These strategies are believed to influence consumers in making purchasing decisions. This study aims to determine the effect of scarcity marketing and price discounts on consumer purchasing decisions for Erigo clothing products in Medan City. The variables of scarcity marketing and price discounts are analyzed both partially and simultaneously in relation to the purchasing decision variable. This research uses a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents who are consumers of Erigo products in Medan City. The data analysis techniques include validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The results show that scarcity marketing (X1) and price discounts (X2) have both partial and simultaneous effects on purchasing decisions (Y) for Erigo clothing products in Medan City. Based on the coefficient of determination test, the correlation coefficient (R) value is 0.738, indicating a strong relationship among the variables. The R Square value of 0.545 further indicates that scarcity marketing (X1) and price discounts (X2) explain 54.5% of the variation in purchasing decisions (Y), while the remaining 45.5% is influenced by other factors outside this research model.