Title:
Strategy of Limited Edition Stone Island: Analysis of the Impact of Scarcity on Premium Pricing Through Fear of Missing Out

Authors:
Muhammad Nafi’ Khusaini, Budhi Haryanto, Indonesia

Abstract:

This study examines the impact of scarcity cues on consumers' willingness to pay premium prices for limited edition products, focusing on Stone Island brand enthusiasts in Indonesia. Using Partial Least Square-Structural Equation Modeling (PLS-SEM) with 275 respondents, the research reveals that while direct scarcity cues do not significantly influence premium price willingness, Fear of Missing Out (FoMO) mediates this relationship by intensifying purchase intentions. The bandwagon effect does not moderate the relationship between scarcity cues and price willingness. The findings suggest that product scarcity strategies are most effective when coupled with psychological motivators like FoMO, though the study is limited by its single-brand focus and recommends future research to expand the scope across industries and incorporate additional consumer behavior variables.

DOI: https://doi.org/10.51505/IJEBMR.2025.9102