UKHROWINATA, DANU ACHMAD (2026) Pengaruh Brand Love, Hype, dan Scarcity Strategy terhadap Keputusan Pembelian Produk Merchandise Persebaya Store (Studi Kasus pada Komunitas Suporter Persebaya di Kota Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
ABSTRACT Achmad Danu Ukhrowinata, 2026. The Influence of Brand Love, Hype, and Scarcity Strategy on Purchase Decisions of Persebaya Store Merchandise Products: A Case Study of the Persebaya Supporters Community in Madiun City. Management Study Program, Faculty of Economics and Business, UNIVERSITAS PGRI MADIUN. Pembimbing (I) Dian Citaningtyas Ari Kadi, S.E., M.M. (II) Hendra Setiawan, S. E., M. M The phenomenon of football club merchandise has evolved into a symbol of supporter identity and loyalty, and Persebaya Store products among the Bonek community are no exception. Notably, enthusiasm for these products has also grown strongly in Madiun City, a region geographically distant from Persebaya's home base in Surabaya, raising questions about the factors driving purchase decisions within this supporter segment. This study aims to analyze the influence of Brand Love, Hype, and Scarcity Strategy on Purchase Decisions, both partially and simultaneously. This study employs a quantitative approach with a causal associative research design. Sampling was conducted using a purposive sampling technique on 385 respondents who are members of the Bonek community in Madiun City. Data were analyzed using multiple linear regression with the assistance of SPSS, supported by the Theory of Planned Behavior framework, which maps Brand Love as attitude, Hype as subjective norm, and Scarcity Strategy as perceived behavioral control. The results show the regression equation Y = −7.201 + 0.388X₁ + 0.419X₂ + 0.430X₃, with an F value of 278.448 and a coefficient of determination (R²) of 0.687. All three variables were proven to have a positive and significant effect, both partially and simultaneously, on Purchase Decisions, with Scarcity Strategy showing the most dominant influence (Beta 0.396), reinforced by Brand Love, in which scarce products are interpreted as symbols of community loyalty
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Brand Love, Hype, Scarcity Strategy, Keputusan Pembelian, Persebaya Store, Bonek Keywords: Brand Love, Hype, Scarcity Strategy, Purchase Decision, Persebaya Store, Bonek |
| Subjects: | A Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | UKHROWINAT DANU ACHMAD |
| Date Deposited: | 27 Oct 2026 03:56 |
| Last Modified: | 27 Oct 2026 03:56 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10741 |
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