PENGARUH PERCEIVED SCARCITY DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PEMBELI GAME OF LIMITED-AMOUNT VERSION DI SURABAYA
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Keywords:
scarcity, value, purchase intention, game
Abstract
Abstract – Game is a rapidly developing industry in the worldwide, including Indonesia. But the high piracy rate in Indonesia itself is harming the profit of the domestic gaming companies, and to prevent further damages, game of limited- amount version is one of the solutions. Therefore, this study aims to explore the impact of perceived scarcity and perceived value toward buyers’ purchase intention of game of limited-amount version. The results of this study is to provide insights and recommendations for the decision making of gaming companies in Indonesia. This study uses quantitative approach and the data collection is done by surveying, where 200 questionnaire is distributed to respondents whose domiciled in Surabaya and bought game of limited-amount version at least once in the past 6 months. The findings in this study shows that perceived scarcity, in an indirect way, does affect perceived value. Then perceived value has a direct impact toward buyers’ purchase intention of game of limited-amount version in Surabaya.
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References
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Dodds, W.B., Kent B. Monroe, dan Dhruv Grewal, 1991, Effects of Price, Brand, and Store I nfo rma tion on B u ye rs ' Pr oduct Evaluations , Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.
Eisend, Martin, 2008, Explaining The Impact Of Scarcity Appeals In Advertising: The Me dia ting Ro le o f Pe r c e p tion s o f Susc e p t i bi lit y , Journal of Advertising, 37:3, 33-40.
Hair, J . F ., W i ll ia m C. B lack dk k., 2009, Multivariate Data Analysis, 7th Edition.
Lynn, Michael, 1989, Scarcity Effects on Desirability: Mediated by Assumed Ex pensiveness? , Journal of Economic Psychology , 10 (2) , 257-274.
Lynn, Michael, 1991, Scarcity Effects on Value: A Quantitative Review of the Commodity Theory Literature, Psychology & Marketing , Vol. 8(1), 43-57.
Lynn, Michael, 1992, Scarcity's Enhancement of Desirability: The Role of Naive Economic Theories, Basic and Applied Social Psychology , 13:1, 67-78.
Lynn, Michael, 1992, Scarcity's Enhancement of Desirability: The Role of Naive Economic Theories, Basic and Applied Social Psychology , 13:1, 67-78.
Lynn, Michael dan Paulette Boger, 1996, The Effect of Scarcity on Anticipated P ri c e Ap pr eci at i o n , J ournal of Appli e d S ocial Psychology, pp. 1978-1984.
Shukla, Paurav, 2010, Effects of Perceived Sacrifice, Quality, Value, and Satisfaction on Behavioral Intentions in the Service Environment, Services Marketing Quarterly, 31:4, 466-484.
Snyder, C.R., 1992, Product Scarcity by Need for Uniqueness Interaction: A Consume r C atch -2 2 Ca rous el? , Basic and Applied Social Psychology, 13:1, 9-24.
Teas, R.K. dan Sanjeev Agarwal, 2000, The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value, Journal of the Acad emy of M ar keting Scie nc e , Vol . 28, N o. 2 , 278-290.
Tian, Kelly Tepper , William O. Bearden, dan Gary L. Hunter, 2001, Consumers’ Need for Uniqueness: Scale Development and Validation, Journal of Consumer Research, Vol. 28, No. 1, pp. 50-66.
Wu, W. dan Ying-Yin Wu, 2010, The effects of product scarcity and consumers’ need for uniqueness on purchase intention.
Wu, W., Hsiao-Yun Lu, Ying-Yin Wu, dan Chen-Su Fu, 2011, The effects of pr od uc t sc a r cit y a nd c on sum e r s ’ n e e d fo r un iqu e n ess o n purchase intention, International Journal of Consumer Studies.
Zeithaml, V.A., 1988, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
https://beritagar.id/artikel/sains-tekno/2015-industri-game-online-di-indonesia- hasilkan-pendapatan- lebih - dari -rp4 -tril iun (diakses pada 2 November 2016)
https://dailysocial.id/post/pemasukan-industri-game-online-di-indonesia- mencapai-usd-190-juta-pada-2013 (diakses pada 2 November 2016)
https://en.dailysocial.net/post/agate-survey-indonesians-love-rpg-strategy- and-fps-games (diakses pada 2 November 2016)
http://is.its.ac.id/pubs/oajis/index.php/file/download_file/1620 (diunduh pada tanggal 23 Juni 2017)
https:// software.intel. com/ en - us/blogs/2012/ 09 / 22 / gaming - piracy- separating-fact-from-fiction (diakses pada tanggal 29 Maret 2017)
http://www.hipwee.com/tips/12-benda-koleksi-ini-kelak-bisa-jadi-rejeki-usia- muda-bukan- alasan- buat- nggak- berinvestasi/ (diakses pada tanggal 23 Juni 2017)
http://www.pcgamer.com/ pc-piracy- survey-results-35-percent-of-pc- gamers-pirate/ (diakses pada 2 Januari 2017)
www.agi.or.id (diakses pada tanggal 2 November 2016) www.iespa.or.id (diakses pada tanggal 2 November 2016)
Published
2018-03-01
Section
Bidang Manajemen (M)
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