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Abstrak :
Produk sepatu edisi terbatas (limited edition shoes) sebagai variabel independen pada penelitian ini, yang mempengaruhi variabel perceived value, brand trust, dan purchase intention. Variabel LES memiliki dimensi berupa uniqueness, investment, dan self-expression. Sedangkan variabel mediator PV memiliki dimensinya sendiri yaitu emotional, social, dan economical. Desain penelitian yang digunakan untuk penelitian ini adalah descriptive-conclusive dengan metode single cross-sectional. Pengumpulan sampel menggunakan non-probability sampling, dengan 218 responden yang mana berumur 14-35 tahun, berdomisili di Pulau Jawa, dan memiliki sepatu edisi terbatas (limited edition shoes). Pengumpulan survei dilakukan dengan cara via online, menggunakan platform google form, dan metode self-administered questionnaire. Data dari yang sudah terkumpul, akan diolah menggunakan software AMOS 23 IBM SPSS. Hasil penelitian ini menunjukkan bahwa, characteristic limited edition shoes mempengaruhi perceived value, perceived value mempengaruhi brand trust, perceived value mempengaruhi purchase intention, dan brand trust mempengaruhi purchase intention. Terakhir, variabel moderasi scarcity of message meningkatkan frekuensi pengaruh di tiap variabel yang ada.

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Limited edition shoe product (limited edition shoes) as an independent variable in this study, which affects the variable perceived value, brand trust, and purchase intention. The LES variable has dimensions in the form of uniqueness, investment, and self-expression. While the Perceived Value as a mediator variable has its dimensions namely emotional, social, and economical. The research design used for this study was descriptive-conclusive with a single cross-sectional method. The sample collection uses non-probability sampling, with 218 respondents who are 14-35 years old, live in Java and have limited edition shoes. The survey was collected online, using the Google form platform, and the self-administered questionnaire method. Data which has been collected, will be processed using IBM SPSS 23 AMOS software. The results of this study indicate that characteristic limited edition shoes affect perceived value, perceived value affects brand trust, perceived value affects purchase intention, and brand trust affects purchase intention. Finally, the scarcity of the message moderation variable increases the frequency of influence on each variable.

Abstrak :
Retailer seperti department store cenderung menggunakan strategi sales promotion dengan memberikan potongan harga. Hal ini menyebabkan konsumen untuk belajar menunda pembelian dan lebih memilih untuk membayar tidak dengan harga penuh. Untuk itu, penelitian ini bertujuan untuk mengetahui pengaruh dari strategi limited edition dalam kolaborasi retailer-brand pada perilaku konsumen seperti urgency to buy, willingness to pay price premium, dan intention to share advertisement berdasarkan karakteristik status consumption. Analisis kovarians dilakukan untuk menguji 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) dengan menggunakan desain eksperimen between-subject (n=277). Hasil penelitian menunjukkan bahwa urgency to buy, willingness to pay price premium, dan intention to share advertisement lebih tinggi pada pada partisipan yang memiliki karakteristik high-status consumption dan dengan kondisi strategi limited-edition pada kolaborasi yang dipersepsikan memiliki kecocokan yang tinggi. Penelitian ini memberikan kontribusi akademik mengenai perbedaan pengaruh strategi limited edition dalam kolaborasi retailer-brand dengan mempertimbangkan faktor karakteristik konsumen. Selain itu, penelitian ini juga memberikan implikasi manajerial berupa masukan dalam merancang strategi pemasaran dan menembangkan cara baru untuk meningkatkan kunjungan dan kinerja penjualan. ......Retailers such as department stores tend to use sales promotion by discounting items, which has caused the consumer to be less likely to pay at full price and learn to postpone their purchase. Therefore, this study aims at investigating the effects of status consumption and limited-edition strategy in a retailer-brand collaboration on consumer behaviours, i.e., the urgency to buy, willingness to pay a price premium, and sharing intention. Analysis of covariance was conducted to test a 2 (collaboration duration: limited edition vs ongoing collection) x 2 (perceived retailer-brand fit: high fit vs low fit) x 2 (status consumption: high vs low) between-subjects design (n=277). The result shows that the urgency to buy, willingness to pay a price premium, and sharing intention are favourable among the high-status consumption participants when the collaboration product is offered as limited-edition and has a high perceived retailer-brand fit. This study contributes to marketing literature in the space of the influence of consumer characteristics on the effectiveness of brand alliances and limited-edition strategy. Further, this study provides insights for managers to design competitive marketing strategies by considering the consumers’ characteristics and to develop new ways to increase in-store traffic by exciting consumers to make a purchase right away without marking the product on sale.