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All Journal International Journal of Economics, Business and Innovation Research
Mahrinasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The effect of sensory marketing on repurchase intention with Consumer satisfaction as a mediation variable (Study on Restaurant McDonald's Indonesia) Najib Bahratama; Mahrinasari; Roslina
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2863

Abstract

This research aims analyzing marketing influence sensory to repurchase intention with consumer satisfaction as a mediating variable on McDonald's restaurant customers in Indonesia. Marketing sensory, which includes element sight, sound, smell, taste, and touch, are seen as an important strategy in creating experience holistic consumers so that it can influence satisfaction and behavior purchase repeating. In the middle increasing competition industry food fast serving and decreasing brand awareness of McDonald's Indonesia, this approach is considered relevant For evaluated empirically. This study uses approach quantitative through questionnaire survey to consumers who have do purchases in the last three months. Data analysis was performed using assisted Structural Equation Modeling (SEM) method SmartPLS 3.2.9 for test direct and indirect relationships between variables. Research results shows that all element marketing sensory influential positive and significant on customer satisfaction, while customer satisfaction has an effect positive to intention to repurchase. Apart from that, there is a significant indirect effect between marketing sensory and repurchase intention through satisfaction as a mediating variable. This finding confirms that the marketing strategy Effective and consistent multisensory can improve customer loyalty through increased satisfaction with experience. Theoretically, this research expands understanding about marketing based experience in developing country contexts, as well give implications practical for McDonald's Indonesia in designing a sensory strategy oriented towards customer satisfaction and retention.
The Influence Of Price Perception, Product Quality, And Healthy Lifestyle On The Purchase Decision Of Sain Deli Healthy Food Products In Bandar Lampung Amira Munira; Mahrinasari; Nuzul Inas Nabila
International Journal of Economics, Business and Innovation Research Vol. 5 No. 02 (2026): February - March, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i02.2984

Abstract

This research is motivated by the increasing public awareness of the importance of a healthy lifestyle, which drives changes in consumer behavior in choosing food, so that purchasing decisions are not only based on price but also on product quality and alignment with the healthy lifestyle being pursued. This study aims to determine the influence of price perception, product quality, and healthy lifestyle on the purchasing decision of Sain Deli healthy food products in Bandar Lampung. This study uses a quantitative approach with sampling techniques employing simple random sampling probability sampling. Data collection was conducted thru questionnaires distributed to 160 respondents who are consumers of Sain Deli in Bandar Lampung. The data obtained were then processed using SPSS version 27 software. The research results show that price perception, product quality, and a healthy lifestyle have a positive and significant impact on the purchasing decision of Sain Deli healthy food products. This study is expected to provide a deeper understanding of the factors influencing consumer purchasing decisions regarding healthy food products.
Co-Authors Amira Munira Najib Bahratama Nuzul Inas Nabila Roslina