Daya Tarik Pesan Kelangkaan dan Kompetisi Konsumen: Peran Gaya Hidup dalam Keputusan Pembelian Pakaian Pria di Ego Brother Kupang

Authors

  • Handly Bernadus Biku Mona Program Studi Manajemen, Universitas Katolik Widya Mandira, Kupang
  • Selfiana Goetha Program Studi Manajemen, Universitas Katolik Widya Mandira, Kupang
  • Apryanus Fallo Program Studi Manajemen, Universitas Katolik Widya Mandira, Kupang

DOI:

https://doi.org/10.56916/jimab.v3i2.907

Keywords:

Scarcity Messages, Consumer Competition, Purchasing Decisions, Self-Concept, Lifestyle

Abstract

This study aims to analyze the influence of scarcity messages, consumer competition, and self-concept, mediated by lifestyle, on the purchasing decisions of men's clothing at Ego Brothers, Kupang City. This research uses a quantitative method with SMART PLS analysis tools and involves 114 respondents selected using the accidental sampling technique. Data was collected through a questionnaire in the form of a Google Form with a Likert scale. The results of the study show that: Scarcity messages do not significantly affect lifestyle and purchasing decisions. Consumer competition significantly influences lifestyle and purchasing decisions. Self-concept significantly affects lifestyle but not purchasing decisions. Lifestyle significantly influences purchasing decisions. Lifestyle mediates the influence of consumer competition and self-concept on purchasing decisions but does not mediate the effect of scarcity messages on purchasing decisions. This research provides new insights into the role of lifestyle as a mediator in purchasing decisions and the importance of consumer competition and self-concept in influencing lifestyle and purchasing decisions of men's clothing at Ego Brothers, Kupang City.

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Published

2024-07-22

How to Cite

Mona, H. B. B., Goetha, S., & Fallo, A. (2024). Daya Tarik Pesan Kelangkaan dan Kompetisi Konsumen: Peran Gaya Hidup dalam Keputusan Pembelian Pakaian Pria di Ego Brother Kupang. Journal of Innovation in Management, Accounting and Business, 3(2), 153–160. https://doi.org/10.56916/jimab.v3i2.907

Issue

Vol. 3 No. 2 (2024)

Section

Articles

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Copyright (c) 2024 Handly Bernadus Biku Mona, Selfiana Goetha, Apryanus Fallo

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