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All Journal EPIGRAM (e-journal) Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Rania Rahmadhanimara
Politeknik Negeri Jakarta
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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SENSORY MARKETING: AROMA DAN CITA RASA TERHADAP PEMBENTUKAN PERSEPSI KONSUMEN (STUDI KASUS: GERAI ROTI O DI STASIUN KRL COMMUTER LINE JAKARTA SELATAN) Rania Rahmadhanimara; Titik Purwinarti; Ni Made Widhi S
EPIGRAM (e-journal) Vol 19 No 2 (2022): Epigram Volume 19 Nomor 2 Tahun 2022
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/epi.v19i2.4977

Abstract

This research aims to analyse the effect of sensory marketing through aroma and flavour toward the forming of consumer’s perception in Roti O’s Store in KRL commuter line Station at South Jakarta. This research is using quantitative method with 100 respondents as a sample. Slovin formula is used for sample drawing. This research passed the classic assumption test, in which the data is proved to have a normal distribution 0,200 > 0,050. The regression model Y = 1.835 + 1.938X1 – 0,621X2 + e shows the model is feasible to use. Based on partial regression analysis, aroma as an independent variable contributed to affect the consumer perception for 4,20%. Meanwhile flavour as an independent variable contributed to affect the consumer perception for 4,00%. Aroma and flavour simultaneously affecting the forming of consumer perception for 8,4%. The other 91,6% is being affected by other variables that are not being included in this research. The result shows that aroma does affect the forming of consumer perception and flavour doesn’t affect the forming of consumer perception. This research shows that aroma could be used for marketing strategy to build an impulse on consumer’s olfactory.  
Pengaruh Aroma Produk Terhadap Pembentukan Persepsi Konsumen (Studi Kasus: Gerai Roti O Di Stasiun KRL Commuter Line Jakarta Selatan) Rania Rahmadhanimara; Titik Purwinarti; Ni Made Widhi Sugianingsih
Seminar Nasional Riset Terapan Vol. 11 No. 01 (2022): SNRT XI TAHUN 2022
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh aroma produk terhadap pembentukan persepsi konsumen atas produk roti di gerai Roti O di Stasiun KRL commuter line di Jakarta Selatan. Penelitian ini menggunakan metode kuantitatif dengan sampel sebesar seratus responden. Penghitungan sampel menggunakan rumus slovin. Penelitian ini memenuhi syarat asumsi klasik yaitu data berdistribusi normal 0,200 > 0,050. Model persamaan regresi Y = 1.835 + 1.938X1 – 0,621X2 + e menunjukkan penelitian layak untuk digunakan. Berdasarkan analisis pengaruh secara parsial, variabel aroma berkontribusi dalam memberikan pengaruh pada pembentukan persepsi konsumen sebesar 4,20%. Hasil uji hipotesis menunjukkan bahwa aroma memiliki pengaruh terhadap pembentukan persepsi konsumen. Penelitian ini menunjukkan bahwa aroma dapat digunakan sebagai strategi pemasaran melalui rangsangan indera penciuman. Kata Kunci: Sensory Marketing, Aroma, Pembentukan Persepsi Konsumen atas Produk Roti Abstract This research aims to analyse the effect of sensory marketing through product aroma toward the forming of consumer’s perception for bread product in Roti O’s Store in KRL commuter line Station at South Jakarta. This research is using quantitative method with 100 respondents as a sample. Slovin formula is used for sample drawing. This research passed the classic assumption test, in which the data is proved to have a normal distribution 0,200 > 0,050. The regression model Y = 1.835 + 1.938X1 – 0,621X2 + e shows the model is feasible to use. Based on partial regression analysis, aroma as an independent variable contributed to affect the consumer perception for 4,20%. The result shows that aroma does affect the forming of consumer perception and flavour doesn’t affect the forming of consumer perception. This research shows that aroma could be used for marketing strategy to build an impulse on consumer’s olfactory. Key words: Sensory Marketing, Aroma, The Forming of Consumer Perception for Bread Product
Co-Authors Ni Made Widhi Sugianingsih Titik Purwinarti