International Journal of Applied Economics, Accounting and Management (IJAEAM)
Vol. 2 No. 5 (2024): September 2024

From Sight to Sip: The Role of Sensory Marketing in Local Coffee Shops

Dwiputri, Alodia Lastri (Unknown)
Syahputra (Unknown)
Pradana, Mahir (Unknown)

Article Info

Publish Date
10 Sep 2024

Abstract

Indonesia is a major coffee consumer, with around 25% enjoyed socially, enjoying coffee primarily while socializing with friends at cafes. However, the coffee shop industry faces intense competition due to market saturation. In the fiercely competitive coffee shop market, securing customer has emerged as a critical success factor. Customers are undeniably central to organizational success. The current research aims to analyze and empirically test these connections within the specific context of Bandung local coffee shops. A quantitative approach is employed through the distribution of questionnaires. The collected data will be analyzed using Smart PLS version 3.9. The results of this study can be used to inform strategies for implementing sensory marketing in coffee shop

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Journal Info
International Journal of Applied Economics, Accounting and Management (IJAEAM)
Website

Abbrev

ijaeam

Publisher

MULTITECH PUBLISHER

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The mission of the International Journal of Applied Economics, Accounting and Management (IJAEAM) is to enhance the dissemination of knowledge across the Applied business, accounting and management community. The key disciplines are e-business, general management, accounting, finance, international ...