Perbandingan Scarcity Promotions Pada Pengguna Shopee dan Tokopedia
DOI:
https://doi.org/10.56456/jebdeker.v5i1.797Keywords:
Scarcity Promotions, limited time scarcity, limited quantity scarcityAbstract
Penelitian ini bertujuan untuk membandingkan efektivitas dua strategi Scarcity Promotions, yaitu limited time scarcity (LTS) dan limited quantity scarcity (LQS), pada pengguna dua platform e-commerce terkemuka di Indonesia: Shopee dan Tokopedia. Melalui pendekatan kuantitatif, penelitian ini mengumpulkan data dari 270 responden yang merupakan pengguna aktif kedua platform tersebut. Penelitian menunjukkan adanya perbedaan signifikan dalam respons pengguna terhadap Scarcity Promotions. Pengguna Shopee lebih bereaksi positif terhadap limited time scarcity, sedangkan pengguna Tokopedia menunjukkan respons yang lebih moderat terhadap kedua jenis promosi. Analisis statistik T-test menunjukkan nilai signifikan pada variabel LTS dengan nilai t sebesar 4.399 (p < 0.001), dan pada variabel LQS dengan nilai t sebesar 5.141 (p < 0.001), yang mengindikasikan perbedaan nyata dalam persepsi antara pengguna Shopee dan Tokopedia terhadap kelangkaan produk dan waktu. Temuan ini menunjukkan bahwa strategi Scarcity Promotions yang diterapkan oleh Shopee lebih efisien dalam menciptakan urgensi pembelian dibandingkan dengan Tokopedia.
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