ANALYSIS OF DEMAND MANAGEMENT STRATEGY THROUGH THE RAFFLE MECHANISM IN THE SALES OF LIMITED-EDITION PRODUCTS

Abstract

This study provides insight into Hoops Indonesia's demand management strategy, which uses a raffle-based system to distribute highly sought-after, limited-edition items. By transitioning from traditional first-come, first-served models to a digital raffle style, the shop hopes to decrease operational inefficiencies, notably those caused by unexpected service delays and excessive line buildup. This paper utilises a quantitative framework that integrates primary consumer data with secondary literature to evaluate the effectiveness of the service process design, the application of multiple-server queueing theory, and the broader effects of the raffle system on customer satisfaction and Cost of Quality (CoQ). The findings show that managing artificial scarcity using randomisation selection not only improves service delivery but also reduces unfair bot activity, protecting brand equity and consumer trust.