Analisis Pengaruh Sensory Marketing dan Pleasure-Arousal Terhadap Behavioral Intention (KFC cabang Ahmad Yani Padang)

Abstract

Sensory marketing merupakan pemasaran yang melibatkan cara kreatif untuk menarik dan membangun kesan abadi dalam persepsi konsumen. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh sensory marketing (sight, smell, sound, taste, touch) sebagai strategi yang menyentuh panca indera konsumen bisa berpengaruh terhadap behavioral intention di KFC cabang Ahmad Yani Padang. Metode penelitian menggunakan metode kuantitatif dan teknik pengambilan sampelnya convenience sampling. Teknik analisis data dengan analisis deskriptif dan analisis Structural Equation Modeling – Partial Least Square (SEM-PLS). Sumber data yang digunakan dalam penelitian ini adalah data primer (kuesioner online), serta data sekunder yang diambil dari literatur terkait. Hasil analisis membuktikan bahwa interior dan pencahayaan (sight), aroma ruangan (smell), serta makanan dan minuman yang disajikan masih fresh (taste) mampu memunculkan emosi pelanggan dan berpengaruh terhadap behavioral intention.

Sensory marketing is marketing that involves creative ways to attract and build lasting impressions in consumer perceptions. The purpose of this study was to analyze the influence of sensory marketing (sight, smell, sound, taste, touch) as a strategy that touches the five senses of consumers that can affect behavioral intentions in fast food restaurants such as KFC Ahmad Yani Padang branch. The method used in this research is quantitative method and the sampling technique used is convenience sampling. The data analysis technique was descriptive analysis and Structural Equation Modeling – Partial Least Square (SEM-PLS) analysis. Sources of data used in this study are primary data (online questionnaire), as well as secondary data taken from related literature. The results of the analysis prove that the interior and lighting (sight), the smell of the room (smell), and the food and drinks served are still fresh (taste) are able to bring out customer emotions and affect behavioral intention.