ANALYZING THE INFLUENCE OF FIVE SENSES TOWARD CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS THE INTERVENING VARIABLE CASE STUDY : CHINGU CAFE

• Main Author: Akbar Wibowo, Rizki
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41204
• Institution: Institut Teknologi Bandung

Nowadays beside the conventional marketing that is usually using marketing mix that common known as 4P (price, product, place, and promotion) and Service Quality that well known in marketing service which consists of five dimensions (tangible, reliability, responsiveness, assurance, and empathy), sensory marketing is also used to enhance the sensation that can affecting the perception and behavior of customer for example their satisfaction and loyalty towards firm. In reality we have five senses that it will be better for the firm if they could stimulate and incorporate all human senses in their marketing strategy to engage more customers to be satisfied and can be loyal customers. In facts, not all sensory marketing are used effectively by the company to stimulate all five senses of human so that customer will not reach the sensation that offered by the company optimally. The first findings on this research is Five Senses for sensory marketing of Chingu Café is found to have a significant and positive influence toward its Customer Satisfaction. Five Senses which are consist of Sight, Hearing, Smell, Touch, and Taste considered as the independent variable of this research. Customer satisfaction, as the mediator in terms of post purchase, perceived services and in general of Chingu Café are being measured in this research. Customer loyalty also will be examined in terms of the repeat purchasing activity, possesses a positive attitudinal disposition towards it, and considers using only Chingu Café when a need for the service exists. Customer loyalty in this research is considered as the dependent variable. According to respondent’s assessments there are only three sub-dimensions of Five Senses that has significant influence towards Customer Loyalty that mediated by Customer Satisfaction which are Sight, Hearing, and Taste. This might occur because the most customers feel satisfied after they are perceived the stimuli that caught their attention started by the visual stimuli, audio stimuli, and also taste stimuli that offered by Chingu Café. While there are two aspect among Five Senses Dimension that has a significant influence toward Customer Loyalty directly without getting any mediating variable which are Hearing and Taste. Customer consider taste as the most important aspect since it has the highest score of significant value toward Customer Loyalty. The recommendation is improvement suggestion to the management to improve their marketing strategy by enhancing others two aspect from Five Sense dimensional which are from smell senses and touch senses. By improving this two aspects, researcher believes it will improve the customer loyalty level of Chingu Café as they perceived the whole senses of Five Senses through Sensory Marketing that applied by Chingu Café After Chingu Café can stimulate the whole aspects from Five Senses, it will increasing the customer’s positve perception, emotion, and behavior towards Chingu Café with the final result in increasing of the customer loyalty