Peranan sensory marketing sebagai prediktor revisit intention melalui customer emotions di Railway Coffee

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

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Felix Fernando
Universitas Katolik Parahyangan
Fransisca Mulyono
Universitas Katolik Parahyangan

Abstrak

Sensory marketing adalah strategi pemasaran yang menggunakan pengalaman sensorik untuk menarik pelanggan potensial. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh sensory marketing terhadap revisit intention melalui customer emotions. Metode yang digunakan adalah eksplanatori-kausal dengan pendekatan kuantitatif menggunakan SEM (Structural Equation Modeling). Jumlah responden dalam penelitian ini berjumlah 233 orang yang pernah datang ke Railway Coffee minimal satu kali. Pengumpulan data menggunakan kuesioner melalui survei online dan menggunakan non-probability sampling. Penelitian ini menyimpulkan bahwa sensory marketing berpengaruh terhadap customer emotions, customer emotions berpengaruh terhadap revisit intention, sensory marketing berpengaruh terhadap revisit intention melalui customer emotions, sedangkan sensory marketing tidak berpengaruh terhadap revisit intention.

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Cara Mengutip
Fernando, F., & Mulyono, F. (2023). Peranan sensory marketing sebagai prediktor revisit intention melalui customer emotions di Railway Coffee. Jurnal Manajemen Maranatha, 22(2), 227–236. https://doi.org/10.28932/jmm.v22i2.6422
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Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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