Sensory Marketing and Brand Experience in Enhancing Purchase Intention through Emotional Attachment among Local Lifestyle Brand Consumers
DOI:
https://doi.org/10.61132/jukerdi.v3i3.1620Keywords:
Brand Experience, Emotional Attachment, Local Lifestyle Brands, Purchase Intention, Sensory Marketing.Abstract
Meningkatnya persaingan antar merek gaya hidup lokal menuntut bisnis untuk menciptakan pengalaman konsumen yang khas yang melampaui atribut produk fungsional. Studi ini meneliti pengaruh pemasaran sensorik dan pengalaman merek terhadap niat pembelian dengan menyelidiki peran mediasi keterikatan emosional. Pendekatan penjelasan kuantitatif digunakan dengan 200 konsumen yang telah membeli atau berinteraksi dengan merek gaya hidup lokal, termasuk fesyen, aksesori, perawatan pribadi, dan produk terkait. Responden dipilih melalui pengambilan sampel bertujuan, dan data dikumpulkan menggunakan kuesioner skala Likert lima poin. Hubungan antar konstruk dianalisis menggunakan Pemodelan Persamaan Struktural Kuadrat Terkecil Parsial (PLS-SEM). Hasil menunjukkan bahwa pemasaran sensorik dan pengalaman merek secara positif dan signifikan memengaruhi keterikatan emosional dan niat pembelian. Pengalaman merek menunjukkan pengaruh terkuat pada keterikatan emosional, sementara keterikatan emosional secara signifikan meningkatkan niat pembelian. Lebih lanjut, keterikatan emosional sebagian memediasi pengaruh pemasaran sensorik dan pengalaman merek terhadap niat pembelian. Temuan ini menyoroti pentingnya mengintegrasikan rangsangan sensorik dan pengalaman merek yang berkesan untuk memperkuat hubungan emosional konsumen-merek. Oleh karena itu, merek gaya hidup lokal harus mengembangkan strategi sensorik dan pengalaman yang konsisten di seluruh titik kontak konsumen untuk menumbuhkan keterikatan emosional dan meningkatkan niat pembelian.
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