The Effect of Scarcity Appeal in Advertising to Purchase Intention Through Customer Attitude on Box Set in Buying Physical Album

Abstract

Advances in technology have changed the traditional music industry. Buying a physical compact disc is no longer the only way to buy music. But buying physical CDs, still accounts for more than 46% of global recorded music revenue. The purpose of this study was to analyze the effect of scarcity appeal in advertising on customer attitude, scarcity appeal in advertising on purchase intention, customer attitude affect purchase intention on Box Set products in Physical Album Purchases. This study uses data, which in this study were collected using survey methods. The population in this study is the music fans of artists who make Box Set albums on Buy Physical Albums. The sampling technique used in this study is purposive sampling is a sampling technique where the sample is chosen based on the criteria, among others: music fans of artists who make Box Set albums on Buy Physical Albums who have never bought Box Set products at Physical Album Buy and have never saw the Box Set product ad on the Physical Album Buy. The results of the study on the Box Set product at Buy This Physical Album show that Scarcity Appeal in Advertising has a significant effect on customer attitude. Scarcity appeal in advertising also has a significant influence on Purchase intention. Likewise, Customer Attitude has a significant influence on Purchase Intention. This shows that the three research hypotheses were accepted as correct.