Pengaruh Perceived Scarcity dan Electronic Word of Mouth terhadap Purchase Intention produk UNIQLO pada Mahasiswa FEB USU

Abstract

This study aims to examine and analyze the influence of perceived scarcity and electronic word of mouth on purchase intention of UNIQLO products among students of the Faculty of Economics and Business, Universitas Sumatera Utara. This research employs an associative research design using primary data collected through the distribution of questionnaires. The population of this study consists of all students of the Faculty of Economics and Business, Universitas Sumatera Utara, with a total sample of 95 respondents determined using Hair’s formula. The data analysis technique applied in this study is multiple linear regression analysis. The results indicate that perceived scarcity and electronic word of mouth simultaneously have a significant effect on purchase intention of UNIQLO products among students of the Faculty of Economics and Business, Universitas Sumatera Utara. Partially, perceived scarcity has a positive and significant effect on purchase intention, and likewise electronic word of mouth (FOMO) has a positive and significant effect on purchase intention.