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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Estefan Dusauw
Universitas Sam Ratulangi Manado
Economics, Econometrics & Finance

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The THE IMPACT OF SENSORY MARKETING ON CONSUMER BEHAVIOR AT STARBUCKS MANADO Estefan Dusauw; Maryam Mangantar; Merinda H.C. Pandowo
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (328.643 KB) | DOI: 10.35794/emba.v11i1.45579

Abstract

This study aims to analyze the impact of sensory marketing towards consumer behavior at Starbucks Manado. This research applies qualitative method. Population were 20 retained customers of Starbucks Manado that went to Starbucks at least three times a month. For sampling technique, applies purposive sampling. The findings of the research using the interview approach yielded four indicators of sensory marketing that influence the behavior of Starbucks Manado’s consumer. Sight, sound, taste, and smell all have an impact on consumers’ psychology, personal, and social that affects their behavior. These studies might be excellent references for those interested in learning the use of sensory marketing, as well as a body of knowledge and practical implications.   Keywords: sensory marketing, consumer behavior, sight, sound, taste, smell, psychology, personal, social
Co-Authors Maryam Mangantar Merinda H. Ch. Pandowo