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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Charly Hongdiyanto
Universitas Ciputra, Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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EXAMINING SENSORY MARKETING AND BRAND EXPERIENCE INFLUENCE ON BRAND LOYALTY IN EAST JAVA LUXURY RETAIL Feishya Mitzvella; Charly Hongdiyanto
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.6825

Abstract

The growth of the luxury goods market in Indonesia has increased the importance of experience-based marketing strategies, particularly through sensory marketing and brand experience. This study aims to analyze the influence of sensory marketing and brand experience on emotional attachment and their implications for brand loyalty among luxury product consumers in East Java. Using a quantitative correlational method with 160 respondents selected through purposive sampling, the data were analyzed using SEM-PLS. The results indicate that both sensory marketing and brand experience have a positive and significant effect on emotional attachment. Emotional attachment also significantly influences brand loyalty. Meanwhile, sensory marketing shows no direct effect on brand loyalty, whereas brand experience demonstrates a significant direct influence. Mediation analysis reveals that emotional attachment fully mediates the relationship between sensory marketing and brand loyalty, and partially mediates the relationship between brand experience and brand loyalty. These findings highlight that multisensory and experiential brand strategies strengthen consumers’ emotional bonds, ultimately enhancing brand loyalty. The study offers practical implications for luxury retailers in East Java to optimize customer experience through multisensory engagement to maintain loyalty in an increasingly competitive market.
THE INFLUENCE OF SCARCITY TOWARDS PEOPLE’S WILLINGNESS TO PAY PREMIUM PRICES FOR LUXURY FASHION Cherry Josephine; Charly Hongdiyanto
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.6865

Abstract

The growth of the luxury fashion industry in Indonesia, particularly in the aspirational luxury segment, highlights the importance of understanding psychological factors influencing purchase intention. This study examines the effect of perceived scarcity on purchase intention, with perceived quality, perceived uniqueness, and perceived value as mediating variables. A quantitative survey was conducted with 210 female respondents aged 20 years and above in Java Island who showed interest in aspirational luxury fashion brands. Purposive sampling was applied, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that perceived scarcity significantly influences perceived quality and purchase intention, but not perceived uniqueness or perceived value. Perceived quality and perceived uniqueness positively affect perceived value, which in turn significantly influences purchase intention. These results indicate that value creation and symbolic differentiation play a more important role in driving purchase intention than product scarcity alone in the aspirational luxury fashion context.
Co-Authors Cherry Josephine Feishya Mitzvella