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p-Index From 2021 - 2026
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All Journal International Journal of Marketing and Human Resource Research
Nasaruddin Nasaruddin
Universitas Cahaya Prima, Bone, Sulawesi Selatan
Economics, Econometrics & Finance Social Sciences

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Sensory Marketing Strategies and Their Influence on Purchasing Decisions in Offline Retail Nasaruddin Nasaruddin; Andi Wahyuni Syam; Anugrahwati Anugrahwati; Ana Andania; Ismail Ismail
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3057

Abstract

This study examines the role of sensory marketing strategies in enhancing shopping experiences and consumer loyalty in offline retail in the semi-urban area of Bone Regency. Using a qualitative approach with in-depth interviews and participatory observation, this study found that sensory elements such as lighting, music, aroma, and opportunities for direct interaction with products significantly influence consumer comfort, positive emotions, and visit duration in stores. The optimal implementation of sensory strategies increases the likelihood of impulse purchases and builds positive perceptions, satisfaction, and customer loyalty. These findings confirm that physical stores retain a unique advantage as a multisensory experience arena that digital channels cannot fully replace. However, the study also identified challenges such as resource constraints, varying consumer preferences, the need for more personalized service, and innovation in promotions and store facilities. The practical implications of this research encourage retailers to be more structured in designing store ambience, enhancing staff training, and integrating experience-based loyalty programs. Further research is recommended to expand the context, quantitatively measure the specific contributions of each sensory element, and explore the integration of sensory strategies with digital innovations within an omnichannel ecosystem.
Green Retail and Consumer Preferences for Sustainable Products Andi Wahyuni Syam; M Nur Rahmat Achdar HT HT; Nasaruddin Nasaruddin; Anugrahwati Anugrahwati; Ana Andania
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3058

Abstract

This study aims to examine consumers' knowledge, awareness, and behavior regarding green retail and sustainable products in Bone Regency. Using a qualitative approach through in-depth interviews with consumers in rural areas, the study found that consumer literacy regarding sustainable products remains very limited, and many do not even understand the specific meaning of environmentally friendly products. Consumer choices are generally based on price, practicality, and availability, whereas sustainability considerations or green labels are secondary. The influence of social factors, such as family, friends, and the media, on green consumption behavior remains weak. Additionally, access to environmentally friendly labeled products in local markets remains very limited, and higher prices often constitute the primary barrier to adopting sustainable consumption behavior. These findings highlight the need for more practical environmental education, the expansion of the distribution of green products to rural areas, and tangible incentives from the government and businesses to enhance the competitiveness of green products in the local market. This study also recommends collaboration among the government, producers, retailers, and local communities to accelerate changes in consumer behavior and strengthen the green retail ecosystem in rural Indonesia
Co-Authors Ana Andania Andi Wahyuni Syam Andi Wahyuni Syam Anugrahwati Anugrahwati Ismail Ismail M Nur Rahmat Achdar HT HT