| dc.contributor.author | NAFARIN, LYDIA | |
| dc.date.accessioned | 2022-01-07T04:27:46Z | |
| dc.date.available | 2022-01-07T04:27:46Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4038 | |
| dc.description | The purpose of this study is to observe whether the scarcity marketing which
affects the desirability of Grabfood users is mediated by perceived uniqueness.
Scarcity marketing in this study consists of two types. They are limited-quantity
scarcity and limited-time scarcity. This research involved one hundred and
thirteen active users of Grabfood who had filled out complete online
questionnaires. The research data that had been collected, then were processed
using SmartPLS 3.0 software. The results of these data processing show that
limited-quantity scarcity and limited-time scarcity can directly have a positive and
significant effect on perceived uniqueness and desirability. Furthermore,
perceived uniqueness also has a direct positive and significant effect on
desirability. In a position as an intervening variable, the construct of perceived
uniqueness is also able to partially mediate the relationship between limitedquantity
scarcity and limited-time scarcity to desirability. | en_US |
| dc.description.abstract | Penelitian ini memiliki tujuan untuk mengamati apakah scarcity marketing
berpengaruh terhadap desirability pengguna Grabfood yang dimediasi oleh
perceived uniqueness. Scarcity marketing dalam penelitian ini terdiri dari dua
jenis yaitu limited-quantity scarcity dan limited-time scarcity. Penelitian ini
melibatkan seratus tiga belas pengguna aktif aplikasi Grabfood yang telah mengisi
kuesioner online dengan lengkap. Data penelitian yang sudah terkumpul
kemudian diolah menggunakan software SmartPLS 3.0. Hasil olah data
menunjukkan bahwa limited-quantity scarcity maupun limited-time scarcity
secara langsung dapat memberikan pengaruh yang positif dan signifikan terhadap
perceived uniqueness maupun desirability. Selanjutnya perceived uniqueness juga
berpengaruh positif dan signifikan terhadap desirability secara langsung. Dalam
posisi sebagai variabel intervening, konstruk perceived uniqueness juga mampu
memediasi hubungan antara limited-quantity scarcity maupun limited-time
scarcity terhadap desirability secara parsial. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Desirability | en_US |
| dc.subject | Limited-Quantity Scarcity | en_US |
| dc.subject | Limited-Time Scarcity | en_US |
| dc.subject | Perceived Uniqueness | en_US |
| dc.subject | Scarcity Marketing | en_US |
| dc.title | PENGARUH SCARCITY MARKETING TERHADAP DESIRABILITY PENGGUNA GRABFOOD: PERCEIVED UNIQUENESS SEBAGAI VARIABEL INTERVENING | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0703107702 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217006 | |
| dc.identifier.dosenpembimbing | ADRIE OKTAVIO | |
