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Dimas Khurniawan
Jurusan Manajemen, Fakultas Ekonomi, Universitas Jember (UNEJ) Jln. Kalimantan 37, Jember 68121
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Elemen Sensory Branding Terhadap Perilaku Pengambilan Keputusan Konsumen Dalam Membeli Aqua Dengan Pendekatan Neuromarketing Di Kabupaten Jember Dimas Khurniawan; Mohammad Dimyati; Deasy Wulandari
e-Journal Ekonomi Bisnis dan Akuntansi Vol. 4 No. 1 (2017): e-JEBA Volume 4 Nomor 1 Tahun 2017
Publisher : UPT Penerbitan Universitas Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/ejeba.v4i1.4572

Abstract

The purpose of this study acclaims the important of Auditory, Visual and Tactile in affecting consumer’s decision makingbehavior of buying, it is also to figure out it’s impact in Aqua. Thus, it is important to study “The Impact Of SensoryBranding’s Elements On Consumer’s Decision Making Behavior Of Buying Aqua With Neuromarketing Approach InJember”. The population in this study are Aqua’s consumers in Jember. Sampling is taken using purposive sampling methodfrom 100 respondents. Instrument analysis in this study is performed using Structural Equation Model (SEM) withconfirmatory approach. The result shows that: 1) auditory significantly affects consumer’s decision making behavior of buyingAqua in Jember, 2) visual significantly affects consumer’s decision making behavior of buying Aqua in Jember, and 3) tactilesignificantly affects consumer’s decision making behavior of buying Aqua in Jember.
Co-Authors Deasy Wulandari Mohammad Dimyati