PENGARUH STRATEGI SCARCITY MARKETING DAN TRANSFORMATIONAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BRAND RUCAS
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Published:
Jan 7, 2026
Keywords:
Pemasaran Transformasional, Pemasaran Kelangkaan, Keputusan Pembelian, RUCAS
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Abstract
Fashion kini bukan sekadar kebutuhan primer, melainkan sarana ekspresi diri. Sejak didirikan pada 2020 oleh Rubin Castor, brand lokal RUCAS berkembang pesat di pasar Indonesia. Namun, di era digital yang kompetitif, diperlukan strategi pemasaran inovatif untuk mempertahankan pertumbuhan. Penelitian ini meneliti pengaruh transformational marketing (pemasaran emosional) dan scarcity marketing (pemasaran eksklusif) terhadap keputusan pembelian konsumen RUCAS. Metode campuran digunakan dengan survei Google Forms dan analisis konten media sosial serta literatur. Hasil menunjukkan bahwa strategi kelangkaan efektif menciptakan urgensi, sedangkan pemasaran emosional membangun kedekatan dan nilai merek. Kombinasi keduanya terbukti mendorong keputusan pembelian dan relevan dalam persaingan industri fashion saat ini.
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References
Bae, S., & Lee, T. (2005). Product scarcity and consumer decision-making. Journal of Consumer Research, 32(2), 165–174.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234–249. https://doi.org/10.1086/209063
Berliandika, A., Nugroho, R., & Astuti, P. (2023). Strategi diferensiasi dalam industri fashion lokal Indonesia. Jurnal Bisnis dan Manajemen, 11(1), 45–57.
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553–563.
Dörnyei, K. R. (2020). Limited edition packaging and its impact on consumer purchase intention: A literature review. Journal of Marketing Trends, 35(4), 22–38.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of value. Journal of Advertising, 37(3), 33–40.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389. https://doi.org/10.1086/497549
Fromkin, H. L. (1972). Feelings of interpersonal undesirability: Situational determinants and consequences for attitude change. Journal of Experimental Social Psychology, 8(3), 268–283.
Han, J. (2022). Emotional marketing: Strategi komunikasi yang meningkatkan daya ingat konsumen. Journal of Marketing Psychology, 14(3), 201–215.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906
Jang, W., Ko, E., & Kim, E. (2015). Scarcity message effects on consumption behavior: Limited edition product. Journal of Business Research, 68(10), 2254–2259.
Jung, J. M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21(9), 739–753.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2004). Marketing (7th ed.). South-Western College Publishing.
Nur Apriyanti, I., Aritonang, M., & Wulandari, L. (2023). Pengaruh fashion sebagai komunikasi nonverbal dalam gaya hidup remaja. Jurnal Ilmu Komunikasi, 15(2), 123–134.
Puto, C. P. (1987). The framing of buying decisions. Journal of Consumer Research, 14(3), 301–315. https://doi.org/10.1086/209113
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall.
Sinurat, F. (2024). Inovasi dan strategi dalam industri fashion untuk meningkatkan daya saing merek lokal. Jurnal Ekonomi Kreatif, 8(1), 67–78.
Snyder, C. R. (1992). Product scarcity and consumer behavior. Advances in Consumer Research, 19, 611–617.
Soni, P., & Koshy, A. (2016). The impact of scarcity messages on consumer behavior. Journal of Retailing and Consumer Services, 33, 1–9.
Swastha, B. (2008). Perilaku Konsumen. BPFE-Yogyakarta.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906–914.
Wu, P. C. S., & Hsing, Y. (2006). Scarcity messages and purchase intentions. International Journal of Consumer Studies, 30(6), 531–538.
Bae, S., & Lee, T. (2005). Product scarcity and consumer decision-making. Journal of Consumer Research, 32(2), 165-174.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234-249. https://doi.org/10.1086/209063
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of value. Journal of Advertising, 37(3), 33-40.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389. https://doi.org/10.1086/497549
Jang, W., Ko, E., & Kim, E. (2015). Scarcity message effects on consumption behavior: Limited edition product. Journal of Business Research, 68(10), 2254-2259.
Mohd Najmie Osman, & Muhammad Khairul Anwar. (2018). [Mohd Najmie Osman, Muhammad Khairul Anwar, 2018] Soni, P., & Koshy, A. (2016). The impact of scarcity messages on consumer behavior. Journal of Retailing and Consumer Services, 33, 1-9.
Syafid As’ad. (2020). Analisa Pengaruh Viral Marketing dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus Pada NgikanTebet). [Syafid As’ad, 2020]
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234–249. https://doi.org/10.1086/209063
Berliandika, A., Nugroho, R., & Astuti, P. (2023). Strategi diferensiasi dalam industri fashion lokal Indonesia. Jurnal Bisnis dan Manajemen, 11(1), 45–57.
Cheema, A., & Kaikati, A. M. (2010). The effect of need for uniqueness on word of mouth. Journal of Marketing Research, 47(3), 553–563.
Dörnyei, K. R. (2020). Limited edition packaging and its impact on consumer purchase intention: A literature review. Journal of Marketing Trends, 35(4), 22–38.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of value. Journal of Advertising, 37(3), 33–40.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389. https://doi.org/10.1086/497549
Fromkin, H. L. (1972). Feelings of interpersonal undesirability: Situational determinants and consequences for attitude change. Journal of Experimental Social Psychology, 8(3), 268–283.
Han, J. (2022). Emotional marketing: Strategi komunikasi yang meningkatkan daya ingat konsumen. Journal of Marketing Psychology, 14(3), 201–215.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906
Jang, W., Ko, E., & Kim, E. (2015). Scarcity message effects on consumption behavior: Limited edition product. Journal of Business Research, 68(10), 2254–2259.
Jung, J. M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21(9), 739–753.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2004). Marketing (7th ed.). South-Western College Publishing.
Nur Apriyanti, I., Aritonang, M., & Wulandari, L. (2023). Pengaruh fashion sebagai komunikasi nonverbal dalam gaya hidup remaja. Jurnal Ilmu Komunikasi, 15(2), 123–134.
Puto, C. P. (1987). The framing of buying decisions. Journal of Consumer Research, 14(3), 301–315. https://doi.org/10.1086/209113
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Prentice Hall.
Sinurat, F. (2024). Inovasi dan strategi dalam industri fashion untuk meningkatkan daya saing merek lokal. Jurnal Ekonomi Kreatif, 8(1), 67–78.
Snyder, C. R. (1992). Product scarcity and consumer behavior. Advances in Consumer Research, 19, 611–617.
Soni, P., & Koshy, A. (2016). The impact of scarcity messages on consumer behavior. Journal of Retailing and Consumer Services, 33, 1–9.
Swastha, B. (2008). Perilaku Konsumen. BPFE-Yogyakarta.
Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906–914.
Wu, P. C. S., & Hsing, Y. (2006). Scarcity messages and purchase intentions. International Journal of Consumer Studies, 30(6), 531–538.
Bae, S., & Lee, T. (2005). Product scarcity and consumer decision-making. Journal of Consumer Research, 32(2), 165-174.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of Consumer Research, 13(2), 234-249. https://doi.org/10.1086/209063
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of value. Journal of Advertising, 37(3), 33-40.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389. https://doi.org/10.1086/497549
Jang, W., Ko, E., & Kim, E. (2015). Scarcity message effects on consumption behavior: Limited edition product. Journal of Business Research, 68(10), 2254-2259.
Mohd Najmie Osman, & Muhammad Khairul Anwar. (2018). [Mohd Najmie Osman, Muhammad Khairul Anwar, 2018] Soni, P., & Koshy, A. (2016). The impact of scarcity messages on consumer behavior. Journal of Retailing and Consumer Services, 33, 1-9.
Syafid As’ad. (2020). Analisa Pengaruh Viral Marketing dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus Pada NgikanTebet). [Syafid As’ad, 2020]
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