Pengaruh Influencer marketing, Scarcity Marketing, dan Brand Awareness Terhadap Purchase intention pada Brand Rucas (Studi Pada Pengguna Instagram)
DOI:
https://doi.org/10.35870/jemsi.v11i4.4531Keywords:
Brand Awareness, Influencer Marketing, Purchase Intention, Rucas, Scarcity MarketingAbstract
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.
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