The role of sensory marketing as a predictor of revisit intention through customer emotions in Railway Coffee

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Published: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.6422
Keywords:
customer emotions, kedai kopi, revisit intention, sensory marketing coffee shop, customer emotions, revisit intention, sensory marketing

Main Article Content

Felix Fernando
Universitas Katolik Parahyangan
Fransisca Mulyono
Universitas Katolik Parahyangan

Abstract

Sensory marketing is a marketing strategy that uses sensory experiences to attract potential customers. The purpose of this study was to determine the effect of sensory marketing on revisit intention through customer emotions. The method is explanatory-causal with a quantitative approach using SEM (Structural Equation Modeling). The number of respondents in this study amounted to 233 people who had come to Railway Coffee at least once. Data was collected using a questionnaire via online survey and using non-probability sampling. This study concludes that sensory marketing has an effect on customer emotions, customer emotions have an effect on revisit intention, sensory marketing has an effect on revisit intention through customer emotions, whereas sensory marketing has no effect on revisit intention.

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How to Cite
Fernando, F., & Mulyono, F. (2023). The role of sensory marketing as a predictor of revisit intention through customer emotions in Railway Coffee. Jurnal Manajemen Maranatha, 22(2), 227–236. https://doi.org/10.28932/jmm.v22i2.6422
Issue
Vol. 22 No. 2 (2023): Jurnal Manajemen Maranatha
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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