Article Per Year (5 Year)
p-Index From 2021 - 2026
4.05
P-Index
This Author published in this journals
All Journal JURNAL BISNIS STRATEGI Ekonomi Bisnis Kinerja JPBM (Jurnal Pendidikan Bisnis dan Manajemen) JURNAL ILMU MANAJEMEN DAN BISNIS MODUS-Jurnal Ekonomi dan Bisnis Journal of Business Management Education (JBME) JRMSI - Jurnal Riset Manajemen Sains Indonesia Jurnal Organisasi Dan Manajemen JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN The International Journal of Business Review (The Jobs Review) JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis Journal of Management and Business Environment (JMBE) Management and Sustainable Development Journal Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat NUSANTARA: Jurnal Pengabdian Kepada Masyarakat JURNAL SIPISSANGNGI: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen, Organisasi, Dan Bisnis Semanggi: Jurnal Pengabdian kepada Masyarakat Mestaka: Jurnal Pengabdian Kepada Masyarakat Tekmulogi: Jurnal Pengabdian Masyarakat PHINISI
Januari Ayu Fridayani
Universitas Sanata Dharma
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Mechanical Engineering Public Health Social Sciences Other

Published : 31 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 31 Documents
Search

 1   2   3   4 
Beyond scarcity marketing: what really drives young consumers to buy from a viral local culinary brand? Kristia, Kristia; Fridayani, Januari Ayu
PHINISI Vol.2, No.4 (2025): December 2025
Publisher : Indonesia Research and Study Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64282/phi.v2i4.100

Abstract

The viral culinary trend, marked by limited food availability yet a delectable taste appeal, has become a distinctive phenomenon in Indonesia, prompting long queues of enthusiastic consumers. This study explores various factors influencing young consumers' purchase intention in viral culinary products, focusing on perceived scarcity, electronic word of mouth, and fear of missing out on products from one of viral local culinary vendor. The purposive sampling method was applied, with the criteria of young customers aged 18-26 residing in Yogyakarta or Semarang who have seen reviews about The Golden Geisha restaurant's product reviews on various social media. The study analyzed 600 valid responses with Partial Least Squares Path Modelling with SMART-PLS 4 software. Perceived scarcity alone cannot directly influence young consumers' purchase intention but needs to be mediated by perceived food value. EWOM and FOMO are the other essential factors to be considered to increase the purchase intention of young customers. This study highlights the need for the viral food culinary brand to maintain product quality to differentiate themselves from competitors, maintaining brand reputation on digital social environments and also considers the FOMO factor that can shape consumer behavior of young customers.
Co-Authors Albertus Yudi Yuniarto Aloysius Dhimas Trikurnian Anandya, Yoana Maria Anindita Dewangga Puri Antonius Diksa Kuntara Caecilia Wahyu Estining Rahayu Fransisca Desiana Pranatasari Herry Maridjo Kristia, Kristia Maria Angela Diva Maridjo, Herry Minta Istono Stephanus Eri Kusuma Stephanus Eri Kusuma Suwarno, Aldo Titus Odong Kusumajati Wijaya, Law, Shela Tania Yoana Maria Anandya