RELATION OF MEMORY BASED ON OLFACTORIAL TECHNIQUES WITH CONSUMER LOYALTY ON BRAND IDENTITY: A CASE STUDY OF HAMZAH BATIK STORE YOGYAKARTA

• Main Author: Indika Surya, Riska
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53888
• Institution: Institut Teknologi Bandung

As the middle-class society increases in Indonesia, so does the purchasing power. Hence, every corporate has an identity that serves as an identification or corporate identity to the public. Corporate identity is capable to affect the total overall impression (beliefs and feelings) of a corporate that is in the public mind. The corporate nowadays is aware of its usefulness in communicating with consumers, leading to the emergence of Olfactory Branding, creating an experienced retail environment that has the scent to stimulate the overall consumer experience. Branding was previously guided more by audio visual stimulation. However due to the enormous chaos of advertising, it became gradually difficult for corporates to create a niche. It begins with the application of sensory branding using the five sense organs, notwithstanding it was initially observed that senses such as vision and hearing are widely used, while odor / aroma is potentially underutilized. This paper endeavors to apprehend and create awareness about the proper use of branding trends in Hamzah Batik Store Yogyakarta to persuade and turn potential customers into buyers and also to find out how consumers remember the identity of Hamzah Batik Store which provides a basis of relevance to influence consumer loyalty. This research uses quantitative methods. Each variable of this aspect is analyzed with a quantitative explanation of the linear regression analysis and then the data of the availability of this aspect is presented with a percentage, which uses in-depth data analysis in the form of numbers.