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Pengaruh Scarcity Terhadap Desirability Tiket Konser K-Pop Pada Gen Z: Peran Perceived Social Status, Uniqueness, Value
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh limited-quantity scarcity dan limited-time scarcity terhadap desirability tiket konser K-Pop pada Generasi Z di Indonesia dengan peran mediasi perceived social status, perceived uniqueness, dan perceived value. Penelitian ini menggunakan pendekatan kuantitatif kausal untuk menguji hubungan antarvariabel secara sistematis dan objektif. Data primer diperoleh melalui penyebaran kuesioner daring menggunakan Google Form kepada responden yang memenuhi kriteria penelitian. Populasi penelitian adalah Generasi Z di Indonesia yang memiliki minat membeli tiket konser K-Pop, dengan sampel sebanyak 168 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa limited-quantity scarcity dan limited-time scarcity berpengaruh positif dan signifikan terhadap perceived social status, perceived uniqueness, dan perceived value. Namun, hanya perceived value yang berpengaruh positif dan signifikan terhadap desirability, sedangkan perceived social status dan perceived uniqueness tidak berpengaruh signifikan.
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DOI: https://doi.org/10.17509/ijdb.v5i4.99945
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