PERAN BRAND EXPERIENCE MEMEDIASI PENGARUH SENSORY MARKETING TERHADAP REPURCHASE INTENTION - Alexander Andrew Tamin; Agung Artha Kusuma (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana, 2025)
Meningkatnya tren konsumsi kopi di kalangan generasi muda mendorong pentingnya strategi pemasaran yang imersif. Penelitian ini bertujuan untuk menganalisis pengaruh sensory marketing terhadap repurchase intention secara langsung maupun tidak langsung melalui brand experience sebagai mediator. Penelitian menggunakan pendekatan kuantitatif dengan kuesioner yang dibagikan kepada 115 pelanggan Fore Coffee di Kota Denpasar. Data dianalisis dengan regresi jalur dan uji mediasi menggunakan Hayes Process Model 4. Hasil menunjukkan bahwa sensory marketing berpengaruh positif dan signifikan terhadap repurchase intention (β = 0,272; p < 0,001) dan brand experience (β = 0,580; p < 0,001). Brand experience juga berpengaruh signifikan terhadap repurchase intention (β = 0,606; p < 0,001) dan memediasi hubungan tersebut secara parsial (indirect effect = 0,351). Temuan ini mendukung kerangka Stimulus–Organism–Response (SOR) serta menegaskan pentingnya pengalaman merek dalam memperkuat loyalitas konsumen. Implikasi praktisnya, Fore Coffee perlu mengoptimalkan elemen sensorik yang paling kuat dirasakan pelanggan, terutama aspek visual dan aroma, yang secara deskriptif dinilai memberikan pengalaman paling menonjol dalam mendukung keterikatan emosional dan mendorong pembelian ulang. The growing trend of coffee consumption among younger consumers highlights the importance of immersive marketing strategies. This study aims to examine the effect of sensory marketing on repurchase intention, both directly and indirectly through brand experience as a mediator. A quantitative method was employed by distributing questionnaires to 115 Fore Coffee customers in Denpasar. Data were analyzed using path regression and mediation testing with Hayes Process Model 4. The results show that sensory marketing significantly influences repurchase intention (β = 0.272; p < 0.001) and brand experience (β = 0.580; p < 0.001). Brand experience also significantly affects repurchase intention (β = 0.606; p < 0.001) and partially mediates the relationship (indirect effect = 0.351). These findings support the Stimulus–Organism–Response (SOR) framework and emphasize the role of brand experience in driving consumer loyalty. The practical implication suggests that Fore Coffee should enhance the most impactful sensory elements perceived by customers, particularly visual and olfactory aspects which, based on descriptive analysis, provide the most prominent experiences in strengthening emotional attachment and encouraging repeat purchases.