Roihan, Ruzikiani Jannah (2025) 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). Diploma thesis, UIN Raden Intan Lampung.
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Abstract
ABSTRAK Perkembangan teknologi yang pesat telah mengubah berbagai aspek kehidupan, termasuk sektor bisnis yang kini banyak bergantung pada platform e-commerce. Namun, dalam persaingan bisnis yang semakin ketat, efektivitas strategi kelangkaan memerlukan kajian lebih lanjut, terutama dalam kaitannya dengan perceived value dan customer satisfaction sebagai faktor yang memengaruhi purchase intention. Selain itu, sedikit penelitian yang mengeksplorasi fenomena ini dalam perspektif ekonomi Islam. Penelitian ini bertujuan untuk mengkaji pengaruh scarcity marketing, perceived value, dan customer satisfaction terhadap purchase intention konsumen pengguna Shopee di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner pada 400 responden yang berdomisili di Bandar Lampung dan memiliki pengalaman berbelanja produk fashion di Shopee. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan SmartPLS untuk menguji hubungan antar variabel, yaitu scarcity marketing, perceived value, dan customer satisfaction sebagai variabel independen terhadap purchase intention sebagai variabel dependen. Hasil penelitian menunjukkan bahwa scarcity marketing berpengaruh terhadap purchase intention. Variabel perceived value berpengaruh terhadap purchase intention. Variabel customer satisfaction berpengaruh terhadap purchase intention. Dan variabel Scarcity marketing, perceived value, dan customer satisfaction berpengaruh terhadap purchase intention. Dari perspektif ekonomi Islam, strategi ini dinilai sesuai selama dilakukan secara etis dan menghindari unsur tadlis, taghrir, dan ghabn. Hal ini sejalan dengan firman Allah dalam Surah An-nisa’ ayat 29. Kata Kunci : Scarcity marketing, Perceived Value, Customer Satisfaction, Purchase Intention, dan e-commerce. ABSTRACT The rapid development of technology has transformed various aspects of life, including the business sector, which now heavily relies on e-commerce platforms. However, in an increasingly competitive business environment, the effectiveness of scarcity strategies requires further study, particularly in relation to perceived value and customer satisfaction as factors influencing purchase intention. Moreover, few studies have explored this phenomenon from the perspective of Islamic economics. This study aims to examine the effect of scarcity marketing, perceived value, and customer satisfaction on the purchase intention of Shopee users in Bandar Lampung. This research employs a quantitative approach. Data were collected through questionnaires distributed to 400 respondents residing in Bandar Lampung who have experience purchasing fashion products on Shopee. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS to test the relationships between variables, namely scarcity marketing, perceived value, and customer satisfaction as independent variables, and purchase intention as the dependent variable. The results show that scarcity marketing influences purchase intention. The perceived value variable influences purchase intention. The customer satisfaction variable influences purchase intention. Furthermore, scarcity marketing, perceived value, and customer satisfaction collectively influence purchase intention. From the perspective of Islamic economics, this strategy is considered acceptable as long as it is conducted ethically and avoids elements of tadlis, taghrir, and ghabn. This aligns with Allah's command in Surah An nisa’ verse 29. Keywords: Scarcity marketing, Perceived Value, Customer Satisfaction, Purchase Intention, e-commerce.
Item Type: | Thesis (Diploma) |
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Subjects: | Manajemen Bisnis Syariah |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
Date Deposited: | 12 Jun 2025 04:17 |
Last Modified: | 12 Jun 2025 04:17 |
URI: | https://repository.radenintan.ac.id/id/eprint/38614 |
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