Untuk menarik pelanggan, seringkali perusahaan produk perawatan pribadi asal Korea Selatan menggunakan artis asal negara tersebut sebagai brand ambassador dan meluncurkan produk perawatan pribadi edisi terbatas. Pesan kelangkaan edisi terbatas ini memunculkan Perceived Scarcity di benak konsumen dan kemudian dapat memengaruhi Purchase Intention. Penelitian ini bertujuan untuk mengklarifikasi apakah pesan kelangkaan tersebut berpengaruh secara positif terhadap Assumed Expensiveness, Perceived Quality, dan Perceived Uniqueness yang kemudian berpengaruh positif terhadap Perceived Value. Adapun Assumed Expensiveness diperkirakan berpengaruh positif terhadap Perceived Sacrifice yang kemudian berpengaruh negatif terhadap Perceived Value. Akhirnya, Perceived Value lah yang secara positif akan memengaruhi Purchase Intention. Data dikumpulkan dengan metode purposive sampling menggunakan survei kepada pembeli produk perawatan pribadi edisi terbatas kolaborasi dengan artis K-Pop. Hasil data dari 162 responden kemudian diolah dan dianalisis dengan Partial Least Square-Structural Equation Method (PLS-SEM). Hasil olah data menunjukkan bahwa data mendukung seluruh hipotesis, kecuali untuk hubungan antara Perceived Scarcity dengan Perceived Quality, Assumed Expensiveness dengan Perceived Quality, dan Perceived Sacrifice dengan Perceived Value. Hasil penelitian diharapkan dapat menjadi input bagi perusahaan produk perawatan pribadi dalam mengambil keputusan manajerial, terutama dalam hal peluncuran produk edisi terbatas.

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To attract customers, personal care product companies from South Korea often use artists from that country as brand ambassadors and launch limited edition personal care products. This limited edition scarcity message raises Perceived Scarcity in consumers' minds and will then affect Purchase Intention. This study aims to clarify whether scarcity message has a positive effect on Assumed Expensiveness, Perceived Quality, and Perceived Uniqueness which then has a positive effect on Perceived Value. Assumed Expensiveness is estimated to have a positive effect on Perceived Sacrifice which then has a negative effect on Perceived Value. Finally, it is Perceived Value that will positively affect Purchase Intention. Data was collected by purposive sampling method using a survey to buyers of limited edition personal care products in collaboration with K-Pop artists. The data results from 162 respondents were then processed and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The results of data processing show that the data supports all hypotheses, except for the relationship between Perceived Scarcity and Perceived Quality, Assumed Expensiveness and Perceived Quality, and Perceived Sacrifice and Perceived Value. The results of the study are expected to be a useful input for managers of personal care product companies in making managerial decisions, especially in terms of launching limited edition products.