WHAT ARE THE EFFECTS OF SCARCITY MARKETING ON GEN Z PURCHASE INTENTION?

• Main Author: Farrel Zahran Al Akbar, Athaya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77420
• Institution: Institut Teknologi Bandung

It is widely accepted that a limited availability of items results in heightened demand and creates an environment characterized by exclusivity. In situations of scarcity, the available supply is insufficient to satisfy the current demand. The necessity for the use of more effective marketing techniques is derived from this circumstance. A particular instance of marketing strategies is the utilization of scarcity as the basis. A significant proportion of high-end enterprises and products depend on the strategic utilization of scarcity as a means to enhance sales. In the present day, streetwear enterprises such as Stüssy, Supreme, A Bathing Ape, Off-White, and others have also embraced this approach. Consumers exhibit heightened enthusiasm towards acquiring commodities when they perceive them to be scarce, a phenomenon commonly referred to as "Hype". The impact of scarcity marketing on Gen Z consumers is studied in this research. By emphasizing a product or service’s limited availability, marketers may generate a feeling of urgency among their target market. The generation known as Gen Z, or those who were born between 1997 and 2012, is a very important and innovative population for marketers. All in all, the results of this study indicate that scarcity marketing may be a successful strategy for businesses aiming to reach Gen Z customers, but it must be applied deliberately and with care to prevent any possible drawbacks. In order to maintain their image with an audience of customers who have great influence, marketers also make sure that their content is accurate and trustworthy.