THE EFFECT OF SENSORY MARKETING ON THE REPURCHASE INTEREST OF KFC JEMBER CONSUMERS WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE

Titis Alvita Prabatwati, Maheni Ika Sari, Yohanes Gunawan Wibowo

Abstract


This research endeavors to analyze the impact of sensory marketing on the repurchase intentions of KFC patrons in Jember City, considering consumer satisfaction as a mediating variable. The study is grounded in the competitively expanding fast-food industry in Indonesia, where KFC holds a prominent position. Sensory marketing strategies, encompassing the stimulation of senses through aromas, interior aesthetics, ambient music, and food textures, are posited to elevate consumer experience and engender loyalty. Employing a quantitative approach, the study utilizes Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). Data were gathered via questionnaires administered to 150 respondents, selected through purposive sampling, who had previously patronized KFC Jember. Analytical results indicate that sensory marketing exerts a positive and significant influence on both repurchase intention (β=0.548; p<0.05) and consumer satisfaction (β=0.321; p<0.05). Furthermore, consumer satisfaction demonstrably impacts repurchase intention positively (β=0.296; p<0.05). Consumer satisfaction also functions as a significant partial mediator in the relationship between sensory marketing and repurchase intention (β=0.095; p<0.05). These findings underscore that sensory marketing elements, such as the distinctive aroma of the food and the inviting ambiance of the restaurant, augment consumer satisfaction, thereby cultivating a positive impression and fostering repurchase inclinations. Practically, this research advocates that KFC Jember should fortify sensory elements, diversify its menu offerings, and provide enhanced customer service training to its staff.

Full Text:

PDF

References


Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304

Anderson, W. T., & Golden, L. L. (1984). Lifestyle and Psychographics: a Critical Review and Recommendation. ACR North American Advances. https://api.semanticscholar.org/CorpusID:168189792

Annisa, M. R. (2021). Pengaruh Kinerja Keuangan Terhadap Return Saham Dengan Earning Per Share Sebagai Variabel Moderating Pada Perusahaan Food and Beverage di Bursa Efek Indonesia. Repository Universitas Islam Indonesia, 4(1), 1–13.

Assauri, S. (2012). Strategic Marketing: Sustaining Lifetime Customer Value. Jakarta: Rajawali Pers.

Azizah, N. (2019). Pengaruh Kualitas Pelayanan Terhadap Citra Merek, Kepercayaan Merek dan Minat Beli Ulang. Universitas Muhammadiyah Yogyakarta.

Barati, M., Jafari, D., & Moghaddam, S. S. (2016). Investigating the Effect of Types of Relationship Marketing in Customer Loyalty by using Structural Equation Modeling (SEM)(Case Study Mellat Bank Branches of Tehran. International Journal of Humanities and Cultural Studies (IJHCS) ISSN 2356-5926, 2(2), 632–650.

Bartlett, J. E., Kotrlik, J. W., & Higgins, C. C. (2001). Determing appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43–50. https://www.opalco.com/wp-content/uploads/2014/10/Reading-Sample-Size1.pdf

Biswas, D., & Szocs, C. (2019). The Smell of Healthy Choices: Cross-Modal Sensory Compensation Effects of Ambient Scent on Food Purchases. Journal of Marketing Research, 56(1), 123–141. https://doi.org/10.1177/0022243718820585

Biswas, D., Szocs, C., & Abell, A. (2019). Extending the Boundaries of Sensory Marketing and Examining the Sixth Sensory System: Effects of Vestibular Sensations for Sitting versus Standing Postures on Food Taste Perception. Journal of Consumer Research, 46(4), 708–724. https://doi.org/10.1093/jcr/ucz018

Biswas, D., Szocs, C., Chacko, R., & Wansink, B. (2017). Shining Light on Atmospherics: How Ambient Light Influences Food Choices. Journal of Marketing Research, 54(1), 111–123. https://doi.org/10.1509/jmr.14.0115

Brilliant, M. A., & Achyar, A. (2021). The Impact of Satisfaction and Trust on Loyalty of E-Commerce Customers. ASEAN Marketing Journal, 5(1), 51–58. https://doi.org/10.21002/amj.v5i1.2175

Carvajal Zaera, E., Paredes-Paredes, J. R., Domínguez CC, M., & Galán González, J. L. (2023). Value, satisfaction and loyalty in the retail industry. ESIC Digital Economy and Innovation Journal, 2, e056. https://doi.org/10.55234/edeij-2-056

Cuomo, M. T., Tortora, D., Foroudi, P., Giordano, A., Festa, G., & Metallo, G. (2021). Digital transformation and tourist experience co-design: Big social data for planning cultural tourism. Technological Forecasting and Social Change, 162, 120345. https://doi.org/10.1016/j.techfore.2020.120345

Dharmmesta, B. S., & Handoko, T. H. (2016). Manajemen Pemasaran: Analisis Perilaku Konsumen. BPFE UGM.

Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance. Journal of Consumer Research, 44(4), 877–894. https://doi.org/10.1093/jcr/ucx070

Engel, J. F., Blackwell, R. D., Winiard, P. W., & Budijanto, F. . (1994). Perilaku Konsumen (Ed. 6). Binarupa Aksara.

Fatihudin, Didin, & Firmansyah, M. A. (2019). Pemasaran Jasa: Strategi, Mengukur Kepuasan, dan Loyalitas Pelanggan. Deepublish.

Fernando, F. (2023). Peranan sensory marketing sebagai prediktor revisit intention melalui customer emotions di Railway Coffee The role of sensory marketing as a predictor of revisit intention through customer emotions in Railway Coffee. Jurnal Manajemen Maranatha, 22, 227–236.

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

Głuchowski, A., Czarniecka-Skubina, E., Kostyra, E., Wasiak-Zys, G., & Bylinka, K. (2021). Sensory features, liking and emotions of consumers towards classical, molecular and note by note foods. Foods, 10(1), 1–22. https://doi.org/10.3390/foods10010133

Goh, E., & Lee, C. (2018). A workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce. International Journal of Hospitality Management, 73, 20–28. https://doi.org/10.1016/j.ijhm.2018.01.016

Gupta, S., McLaughlin, E., & Gomez, M. (2019). Guest satisfaction and restaurant performance. The Next Frontier of Restaurant Management: Harnessing Data to Improve Guest Service and Enhance the Employee Experience, 33–53.

Hoang, S. D., & Tučková, Z. (2021). The impact of sensory marketing on street food for the return of international visitors: Case study in Vietnam. Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 29(2), 1–14. https://doi.org/10.46585/SP29021282

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion : psychological studies of opinion change. Yale University Press.

Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience through New Technologies. Journal of Interactive Marketing, 51(1), 57–71. https://doi.org/10.1016/j.intmar.2020.04.001

Huang, X. (Irene), & Labroo, A. A. (2020). Cueing Morality: The Effect of High-Pitched Music on Healthy Choice. Journal of Marketing, 84(6), 130–143. https://doi.org/10.1177/0022242918813577

Hultén, B., Broweus, N., & van Dijk, M. (2009). Sensory Marketing. Palgrave Macmillan UK. https://doi.org/10.1057/9780230237049

Ifeanyichukwu, C. D., & Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronage. International Research Journal of Management, IT & Social Sciences, 5(2), 155. https://doi.org/10.21744/irjmis.v5i2.632

Imron, I. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19–28. https://doi.org/10.31294/ijse.v5i1.5861

Jang, H.-W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. https://doi.org/10.3390/su11226430

Kamil, H. A. (2023). Pengaruh Pemasaran Sensorik Terhadap Niat Beli Ulang Konsumen Mcdonald’s Di Kota Bandar Lampung Dengan Kepuasan Sebagai Variabel Mediasi. Universitas Lampung.

Kamil, H. A., Sari, A., Asri, D., & Ambarwati, S. (2023). The Effect of Sensoric Marketing on McDonald ’ s Consumer Repurchase Intention in Bandar Lampung City with Customer Satisfaction as Mediation Variable. International Journal of Scientific Multidisciplinary Research (IJSMR), 1(6), 547–562.

Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251. https://doi.org/10.1016/j.ijinfomgt.2020.102251

Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2020). Do experience and engagement matter to millennial consumers? Marketing Intelligence & Planning, 39(2), 329–341. https://doi.org/10.1108/MIP-01-2020-0033

Kharolina, I., & Transistari, R. (2021). Pengaruh Experiential Marketing Terhadap Minat Pembelian Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Administrasi Bisnis, 4(2), 1–6.

Kim, W.-H., Lee, S.-H., & Kim, K.-S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. Anatolia, 31(4), 523–535. https://doi.org/10.1080/13032917.2020.1783692

Kokthi, E., Thoma, L., Saary, R., & Kelemen-Erdos, A. (2022). Disconfirmation of Taste as a Measure of Trust in Brands: An Experimental Study on Mineral Water. Foods, 11(9), 1276. https://doi.org/10.3390/foods11091276

Kotler, P. (2011). Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132–135. https://doi.org/10.1509/jmkg.75.4.132

Kotler, P., & Amstrong. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Salemba Empat.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Essex Pearson Education Limited.

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003

Krishna, A., & Schwarz, N. (2019). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159–168. https://doi.org/10.1016/j.jcps.2013.12.006

Kusumo, M., & Vidyanata, D. (2022). The Mediation Effect of Customer Satisfaction on the Relationship Between Service Quality on Repurchase Intention: An Evidence From the Service Industry. Jurnal Entrepreneur Dan Entrepreneurship, 11(1), 71–88. https://doi.org/10.37715/jee.v11i1.3120

Lai, I. K. W. (2015). The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly, 56(1), 118–138. https://doi.org/10.1177/1938965514556149

Lastri, A., Rubiyanti, N., Widodo, A., & Silvianita, A. (2024). Local Coffee Shop Use of Sensory Marketing to Maintain Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of International Conference Proceedings (JICP), 7(1), 158–170. https://doi.org/10.32535/jicp.v7i1.309

Liu, Y., Song, Y., Sun, J., Sun, C., Liu, C., & Chen, X. (2020). Understanding the relationship between food experiential quality and customer dining satisfaction: A perspective on negative bias. International Journal of Hospitality Management, 87, 102381. https://doi.org/10.1016/j.ijhm.2019.102381

Lovelock, C., & Wright, L. (1999). Principles of service marketing and management. Prentice-Hall.

Luong, H. T., Van, D. Do, Thanh, N. B., & Hoang, K. P. (2022). Effect of Sensory Marketing on Repurchase Buying Intention on E-Commerce Platforms Through Satisfaction, Trust and Word of Mouth in Vietnam. Journal of Economics and Sustainable Development, 13(7), 72–81. https://doi.org/10.7176/jesd/13-7-09

Majid, M. S., Foroudi, P., & Tabaeeian, R. A. (2021). Memorable experience, tourist-destination identification and destination love. International Journal of Tourism Cities, 7(3), 799–817. https://doi.org/10.1108/IJTC-09-2020-0176

Margaret, A. N. (2019). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Pada Noodle Inc. Mie Dimsum Kota Malang). Universitas Brawijaya.

Maulidya, A., Saroh, S., & Zunaida, D. (2021). Pengaruh Experiential Marketing Dan Marketing Mix Terhadap Minat Beli Ulang Konsumen (Studi Kasus Pada Konsumen Semusim Cafe Kota Malang). Jiagabi, 10(2), 205–212.

Mesfar, S., & Ltifi, M. (2022). The importance of the central role of the brand experience. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing, November, 64–85. https://doi.org/10.4018/978-1-6684-5897-6.ch007

Muhamad, F., Suharyono, S., & Alfisyahr, R. (2017). Pengaruh Sensory Marketing terhadap Kepuasan Konsumen dan Repurchase Intention (Survei pada Konsumen Nomu 9 Bites & Beverages di Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 50(5), 89–96.

Muzaki, A., MS, M., & Roslina, R. (2024). Factors that Influence Repurchase Intention at Alas Cobek Restaurant. Journal of Economics, Finance And Management Studies, 07(06). https://doi.org/10.47191/jefms/v7-i6-27

Napitupulu, R. B., Krisna, N. L., & Gultom, L. S. (2020). Sense and Think Marketing Implications. Dinasti International Journal of Digital Business Management, 1(6), 883–891. https://doi.org/10.31933/dijdbm.v1i6.566

Neha, G., & Rashi, M. (2014). AN EMPIRICAL INVESTIGATION OF ATTRIBUTES, WHICH MOTIVATES A CUSTOMER TO BUY A PRODUCT: A CASE STUDY OF FINANCIAL DAILIES. https://api.semanticscholar.org/CorpusID:167648071

Nugroho, A. P., & Hati, S. R. H. (2020). Determinants of Repurchase Intention and Switching Intention: Analysis of Online Travel Agent, Peer-To-Peer Accommodation, and Virtual Hotel Operator Platforms. Market-Tržište, 32(1), 79–96. https://doi.org/10.22598/mt/2020.32.1.79

Nuraliyah, H. (2022). Pengaruh Kualitas Produk dan Pelayanan Terhadap Minat Beli Ulang Konsumen Pada Toko Kue Sinar. Institut Agama Islam Negeri Palopo.

Pareek, M. A., & Jain, A. (2022). Role of Sensory Marketing in Influencing Purchase Behaviour of Consumers. IJFANS International Journal of Food and Nutritions Sciences, 11(10), 32–39.

Perumal, S., Ali, J., & Shaari, H. (2021). Exploring nexus among sensory marketing and repurchase intention : Application of S-O-R Model. Management Science Letters, 11, 1527–1536. https://doi.org/10.5267/j.msl.2020.12.020

Purwianti, L., & Tio, K. (2017). Faktor-Faktor Yang Mempengaruhi Behavioural Intention. Jurnal Manajemen Maranatha, 17(1), 15. https://doi.org/10.28932/jmm.v17i1.415

Rachim, N. Z. A. (2020). Pengaruh Persepsi Kemudahan dan Manfaat Terhadap Minat Beli Ulang Saldo e-Wallet OVO dengan Kepuasan Pelanggan Sebagai Variabel Moderasi Pada Masyarakat Kota Makassar [Universitas Islam Negeri Alauddin Makassar]. http://clik.dva.gov.au/rehabilitation-library/1-introduction-rehabilitation%0Ahttp://www.scirp.org/journal/doi.aspx?DOI=10.4236/as.2017.81005%0Ahttp://www.scirp.org/journal/PaperDownload.aspx?DOI=10.4236/as.2012.34066%0Ahttp://dx.doi.org/10.1016/j.pbi.201

Redouan, A., & Ayad, S. (2020). The Impact Of The Store Atmosphere On Consumer Behavior: Case Study Of Algerian Consumers. Journal Management Business, 3(1), 41. https://doi.org/10.37136/0504-013-003-003

Sagha, M. A., Seyyedamiri, N., Foroudi, P., & Akbari, M. (2022). The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior. Sustainability, 14(4), 2334. https://doi.org/10.3390/su14042334

Sartien, K. M., Sanam, Y., & Soeradi, Y. S. (2022). The Influence of Food Quality and Brand Image Toward Purchasing Decisions. Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (ICAST-SS 2022), 315–320. https://doi.org/10.2991/978-2-494069-83-1_57

Schiffman, L., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior, 11. E Prentice Hall.

Setiadi, N. J. (2013). Perilaku Konsumen: Perspektif Kontemporer Pada Motif, Tujuan, dan Keinginan Konsumen (Cet. Ke-5). Kencana.

Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis. Penerbit Andi.

Silaban, P. H., Chen, W., Eunike, I. J., Silalahi, A. D. K., & Rasheed, H. (2023). Traditional restaurant managers ’ use of sensory marketing to maintain customer satisfaction : Findings from PLS-SEM and fsQCA. Cogent Business & Management, 10(1), 1–22. https://doi.org/10.1080/23311975.2023.2196788

Siró, I., Kápolna, E., Kápolna, B., & Lugasi, A. (2008). Functional food. Product development, marketing and consumer acceptance—A review. Appetite, 51(3), 456–467. https://doi.org/10.1016/j.appet.2008.05.060

Solomon, M. R. (2014). Consumer Behavior (Global Edi) (Pearson Ed).

Srichaichanwong, T. (2021). The Influence Of Sensory Marketing On Customer Satisfaction And Repurchase Intention For Plant-Based Proteins. Thammasat University.

Sufyati, Firmansyah, H., Effendi, N. I., Nurmahadi, Rachmawati, E., & Djuniardi, D. (2021). Teori dan Konsep Kewirausahaan. Penerbit Insani.

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Afabeta.

Sumiyati, S., & Zabella, Z. (2023). The Effect of Customer Satisfaction on Repurchase Intention E-Money in Pontianak City. International Journal Papier Public Review, 4(1), 1–13. https://doi.org/10.47667/ijppr.v4i1.186

Tjiptono, F. (2016). Strategi Pemasaran. Andi.

Torri, L., Tuccillo, F., Bonelli, S., Piraino, S., & Leone, A. (2020). The attitudes of Italian consumers towards jellyfish as novel food. Food Quality and Preference, 79, 103782. https://doi.org/10.1016/j.foodqual.2019.103782

Udin, B., Salim, A., & ABS, K. (2020). Pengaruh Nilai Hedonik Dan Nilai Utilitarian Terhadap Minat Beli Ulang Online Shop Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang). E – Jurnal Riset Manajemen, 09(03), 108–122. www.fe.unisma.ac.id

Utama, I. D. (2022). Creating Customer Satisfaction Through Sensory Marketing (Study on the Foods and Beverage Industries in Bandung). Bisnis & Entrepreneurship, 16(1), 1–11.

Wahyudi, D. H., Fahrozi, R., & Wahyudi, S. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Kasus di Mulia Mart Pondok Pesantren Hidayatullah Depok). Jurnal Tadbir Peradaban, 3(1). https://doi.org/10.55182/jtp.v3i1.252

Wati, L. N. (2018). Metode Penelitian Terapan Aplikasi SPSS, Eviews, Smart PLS dan AMOS (Ed. 2). Pustaka Amri.

Yanico, Y., & Keni, K. (2021). Perceived ease of use, trust, dan customer satisfaction sebagai prediktor terhadap repurchase intention. Jurnal Manajemen Maranatha, 20(2), 107–118. https://doi.org/10.28932/jmm.v20i2.3244

Zeithaml, V., Bitner, M. J., & Gremler, D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th Editio). McGraw-Hill.

Zha, D., Foroudi, P., Jin, Z., & Melewar, T. C. (2022). Making sense of sensory brand experience: Constructing an integrative framework for future research. International Journal of Management Reviews, 24(1), 130–167. https://doi.org/10.1111/ijmr.12270




DOI: http://dx.doi.org/10.31000/combis.v7i1.13553

Article Metrics

Abstract - 611 PDF - 421

DOI (PDF): http://dx.doi.org/10.31000/combis.v7i1.13553.g6043

Refbacks

  • There are currently no refbacks.



This journal has been indexed in:



googleGarudacrossrefdimention


Tools



        

Office:
Editor of Jurnal Comparative; Ekonomi dan Bisnis UMT, Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 


Jurnal Comparative: Ekonomi dan Bisnis © 2021 is licensed under CC BY-SA 4.0