The Effect Of Multi-Sensory Marketing And Pleasure On Purchasing At Coffee Shop In Indonesia
Article Sidebar
Main Article Content
Abstract
The increasing number of coffee shop in Indonesia simultanously coupled of competition in endless new market entries. Every business needs to map out a strategy in order to sustain in this industry. This study aims to measure the effect of multi-sensory marketing and pleasure on customer purchasing decision at coffee shop in Indonesia. Sensory marketing creates stimulation based on external environmental factors that can appeal to consumer senses through touching, tasting, hearing, smelling and seeing a product. Then, customer’s pleasure is one of emotional response which is considered as situational answer and becomes compliment variables that affect on purchasing. This research is an explanatory research with a quantitative approach. The sampling method has used convenience sampling as of 120 respondents. The research data has used primary data sourced from the dissemination of questionnaires to coffee shop customer. The data is analyzed by Partial Least Square (PLS) which is a variant based Structural Equation Model (SEM) that can simultaneously perform model testing as well as structural model testing. The result revealed that multi-sensory marketing has significant effect on purchasing decision. This results indicate that in the purchasing decision process, consumers consider multi-sensory as part of their purchasing evaluation. Beside that, customer’s pleasure has significant effect on purchasing decision. This result clearly revealed that emotional response affect customer behavior.
Downloads
Article Details
[2] Clarinda Rodrigues Bertil Hultén Carlos Brito, A., Rodrigues, C., Hultén, B., & Brito, C. “Sensorial Brand Strategies for Value Co-creation”. Innovative Marketing, 7(2), 2011.
[3] Dahwilani, Dani M. "Data dan Fakta Tren Menjamurnya Kedai Kopi Kekinian di Indonesia". https://www.inews.id/travel/kuliner/data-dan-fakta-tren-menjamurnya-kedai-kopi-kekinian-di-indonesia. 2019
[4] Dhisasmito, P. P., & Kumar, S. “Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia)”. British Food Journal, Vol. 122 No. pp. 2253-2271, 2020.
[5] Erdil, T.S. “Effects of customer brand perceptions on store image and purchase intention: An application in apparel clothing”. Procedia Soc. Behav. Sci: 207, 196–205, 2015.
[6] Grönroos, C. “In Search of a New Logic for Marketing: Foundations of Contemporary Theory”. John Wiley & Sons, Ltd, 2007.
[7] Ha, Young, and Sharron J. Lennon. "Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation." Psychology & Marketing (27) 2: 141-165, 2020.
[8] Hair, Joseph F., William C. Black, Barry J. Babin, Rolph E. Anderson, &Roland L. Tatham. “Multivariate Data Analysis, 6th Edition”. Prentice Hall, 2006.
[9] Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. “The Effect of Location and Products Completeness to Consumer Buying Decision of Small and Medium Enterprise Market”. 2nd Global Conference on Business, Management, and Entrepreneurship Type., 30–33, 2017. https://doi.org/10.5220/0007114200300033
[10] Hoffman, K. Douglas, and Lou W. Turley. "Atmospherics, service encounters and consumer decision making: An integrattve perspective." Journal of Marketing theory and practice (10) 3: 33-47, 2002.
[11] Hultén, B.; Broweus, N.; Van Dijk, M. “What Is Sensory Marketing? In Sensory Marketing”. Palgrave Macmillan: London, UK, pp. 1–23, 2009.
[12] Jang, H. W., & Lee, S. B. “Applying effective sensory marketing to sustainable coffee shop business management”. Sustainability (Switzerland), 11(22), 2019. https://doi.org/10.3390/su11226430
[13] Jang, H. W., & Lee, S. B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11(22), 6430.
[14] Jauhary, Aviv & Rahayu Widayanti. "Tren Bisnis Kopi: dari "Hang-out" ke Aplikasi" https://news.detik.com/kolom/d-6018690/tren-bisnis-kopi-dari-hang-out-ke-aplikasi. 2022.
[15] Kalour, R.H., & Movahed, S. M. R. “The Role of Ethical Behavior of Sports Store Employees in Consumer Immediate Purchasing Behavior: Mediated by Trust and Positive Emotional Response”. Journal of Sport Marketing Studies (3) 2, 2021.
[16] Khuong, Mai Ngoc, and Vu Ngoc Bich Tram. "The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam." Journal of Economics, Business and Management (3) 5: 524-530, 2015.
[17] Kim, C.H.; Jung, Y.S. “A Study on the Effects of Experiential Marketing on Satisfaction, Loyalty and Purchase Intention”. Korean J. Bus. Adm, 31, 603–624, 2018.
[18] Krishna, A.; Cian, L.; Ayd?no ?glu, N.Z. “Sensory aspects of package design”. J. Retail, 93, 43–54, 2017.
[19] Kuczamer-K?opotowska, S. “Sensory marketing as a new tool of supporting the marketing communication process in tourism services sector”. Handel Wewn?etrzny, 367, 226–235, 2017.
[20] Manojkumar, S. S., Vasavada, M., & Sharma, M. S. “Influence Of Sensory Branding On Consumer Buying Behavior: An Empirical Evidence With Reference To Coffee Outlets Of India”. International Journal of Management (IJM), 12(3), 2021.
[21] Maria, K. D., Kindangen, P., & Rumokoy, F. S. “The Effect Of Electronic Word Of Mouth On Consumer Buying Decision In Lazada”. Jurnal EMBA Vol.4, 4(1), 2016. https://doi.org/10.35794/emba.v4i1.11856
[22] Randhir, Roopchund, Khirodhur Latasha, Panyandee Tooraiven, & Bappoo Monishan. “Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC”. Journal of US-China Public Administration, 13(4), 278–292, 2016. https://doi.org/10.17265/1548-6591/2016.04.007
[23] Sabeehullah, S., Adnan, A., & Nawaz, A. “Role of Packaging in Consumer Buying Behavior: A Study of University of Peshawar Region KPK Pakistan”. International Review of Basic and Applied Sciences (IRBAS), 1(2), 35–41, 2013.
[24] Sallam, M. A. “The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM”. International Business Research, 7(10), 187–193, 2014. https://doi.org/10.5539/ibr.v7n10p187
[25] Tantanatewin, Warakul, and Vorapat Inkarojrit. "The influence of emotional response to interior color on restaurant entry decision." International Journal of Hospitality Management 69: 124-131, 2018.
[26] Young Ha & Sharron J. Lennon. “Consumer Responses to Online Atmosphere: The Moderating Role of Atmospheric Responsiveness”. Journal of Global Fashion Marketing, (2) 2, 86-94, 2011. DOI: 10.1080/20932685.2011.10593086
[27] Zeng, Tian, and Fabien Durif. "The influence of consumers’ perceived risks towards eco-design packaging upon the purchasing decision process: An exploratory study." Sustainability (11) 21: 6131, 2019.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.