BRAND LOVE, HYPE, AND SCARCITY STRATEGY ON PURCHASE DECISION OF PERSEBAYA STORE MERCHANDISE

Achmad Danu Ukhrowinata, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


This study aims to analyze the effect of Brand Love, Hype, and Scarcity Strategy on Purchase Decision among Persebaya Store merchandise consumers within the “Bonek” supporter community in Madiun, both partially and simultaneously. A quantitative survey approach was employed with a sample of 385 respondents selected through purposive sampling, with the sample size determined using the Lemeshow formula. Data were collected through a four-point Likert-scale questionnaire and analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of IBM SPSS. The results show that Brand Love, Hype, and Scarcity Strategy partially and simultaneously have a positive and significant effect on Purchase Decision. A coefficient of determination (R²) of 0.687 indicates that 68.7% of the variation in Purchase Decision can be explained by these three variables, while the remaining 31.3% is influenced by other factors outside the model. These findings suggest that strengthening emotional attachment, digital trends, and scarcity strategy can enhance the purchase decision of official Persebaya Store merchandise

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