Published: 2025-08-01
Pengaruh Influencer marketing, Scarcity Marketing, dan Brand Awareness Terhadap Purchase intention pada Brand Rucas (Studi Pada Pengguna Instagram)
DOI: 10.35870/jemsi.v11i4.4531
Abstract
This research analyze the influence of Influencer Marketing, Scarcity Marketing, also Brand Awareness on consumers’ purchase intention toward the local Brand Rucas on Instagram. A quantitative approach with a descriptive-verificative design was used, and primary data were gathered by questionnaires given to 100 respondents. Multiple linear regression analysis revealed that all three independent variables significantly affect purchase intention, both simultaneously and individually. Brand Awareness is the most dominant influence, and then Influencer Marketing also Scarcity Marketing. The coefficient of determination (R²) score of 95.6% shows how the model has a compelling explanatory power. These findings enhance understanding of digital consumer behavior and provide strategic insights for local Brand marketing.
Keywords
Brand Awareness; Influencer Marketing; Purchase Intention; Rucas; Scarcity Marketing
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 11 No. 4 (2025)
-
Section: Articles
-
Published: 2025-08-01
-
License: CC BY 4.0
-
Copyright: © 2025 Authors
-
DOI: 10.35870/jemsi.v11i4.4531
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Linda Mulyati, Universitas Indonesia Membangun
Program Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jl. Soekarno Hatta No. 448, Bandung. Indonesia.
Dadan Abdul Aziz Mubarok, Universitas Indonesia Membangun
Program Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jl. Soekarno Hatta No. 448, Bandung. Indonesia.
-
Agustian, K., Hidayat, R., Zen, A., Sekarini, R. A., & Malik, A. J. (2023). The influence of Influencer Marketing in increasing Brand Awareness and sales for SMEs. Technology and Society Perspectives (TACIT), 1(2), 68–78. Universitas Islam Jakarta & Institut Bisnis Muhammadiyah Bekasi.
-
Arikunto, S. (2019). Prosedur Penelitian: Suatu Pendekatan Praktik (Revisi ke-10). Jakarta: Rineka Cipta.
-
Cialdini, R. B. (2021). Influence: The Psychology of Persuasion (Revised ed.). Harper Business.
-
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh Brand Awareness terhadap purchase intention dimediasi oleh perceived quality dan Brand loyalty. E-Jurnal Manajemen Unud, 6(12), 6620–6650. Fakultas Ekonomi dan Bisnis Universitas Udayana. ISSN 2302-8912.
-
Jalilvand, M. R., & Samiei, N. (2022). The impact of Brand Awareness on purchase intention: An empirical investigation. Journal of Marketing Development and Competitiveness, 16(3), 45–57.
-
Jannah, R. R., Rifan, D. F., & Rosilawati, W. (2024). Pengaruh Scarcity Marketing, perceived value, dan customer satisfaction terhadap purchase intention dalam perspektif ekonomi Islam (Studi pada konsumen fashion e-commerce Shopee di Bandar Lampung). ProBusiness: Management Journal, 15(6), 246–255. Universitas Islam Negeri Raden Intan Lampung. ISSN 2086-7654.
-
Kotler, P., & Keller, K. L. (2022). Marketing Management (16th ed.). Pearson Education.
-
Lou, C., & Yuan, S. (2019). Influencer Marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73.
-
Lutzow, V. N., Soegoto, A. S., & Palandeng, I. D. (2023). Pengaruh product placement dan Influencer Marketing terhadap purchase intention produk Scarlett Whitening pada mahasiswa Manajemen Universitas Sam Ratulangi. Jurnal Manajemen Bisnis dan Inovasi, 10(1). Universitas Sam Ratulangi. ISSN 2303-1174.
-
Meltareza, R., & Redyanti, C. (2022). The influence of social media marketing, electronic word of mouth and e-service quality on purchase decisions in Bukalapak marketplace. Journal of Business and Management Inaba, 1(2), 124–135. Universitas Indonesia Membangun. ISSN 2829-5331.
-
Rachmansyah, A. (2022). Correlation between source of awareness to brand awareness with buying decision in West Java FMCG consumer. Journal of Business and Management Inaba, 1(2), 153–159. Universitas Indonesia Membangun. ISSN 2829-5331.
-
Rosalia, R., & Alam, I. A. (2025). Pengaruh brand image dan influencer marketing terhadap keputusan pembelian pada produk usaha Kopi Sheo. Hirarki: Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 191–206. Universitas Pasir Pengaraian. ISSN 2684-8503.
-
Roux, D., & Guillard, V. (2023). Scarcity marketing in the digital era: Urgency, exclusivity, and impulsiveness. Journal of Consumer Behaviour, 22(1), 24–39.
-
Şanlı, H. (2023). Sampling techniques in quantitative research: Probability and non-probability methods explained. International Journal of Research Methodology, 5(2), 12–25.
-
Sarboini, S., & Badaruddin, A. (2024). Pedoman Penulisan JEMSI. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 11(1), 192–204.
-
Satriadi, D. (2021). Manajemen Pemasaran Era Digital. Jakarta: Pustaka Ilmiah Indonesia.
-
Sokolova, K., & Kefi, H. (2022). Instagram and purchase intention: The role of influencer credibility and attractiveness. Journal of Retailing and Consumer Services, 68, 102957.
-
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
-
Ulya, N. F., Sunaryo, H., & Mustapita, A. F. (2023). Pengaruh influencer marketing, word of mouth dan brand image terhadap purchase intention pada produk Scarlett Whitening (Studi Mahasiswa FEB Universitas Islam Malang Angkatan 2020). e–Jurnal Riset Manajemen, 13(1). Universitas Islam Malang. ISSN 2302-7061.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.