PENGARUH STRATEGI SCARCITY MARKETING DAN TRANSFORMATIONAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BRAND RUCAS
DOI:
https://doi.org/10.47927/jssdm.v6i1.1114Keywords:
Pemasaran Transformasional, Pemasaran Kelangkaan, Keputusan Pembelian, RUCASAbstract
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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