THE MULTI-SENSORY MARKETING EFFECT ON BUYING INTENTION OF PT SARI COFFEE INDONESIA (STARBUCKS INDONESIA) IN THE COVID- 19 PANDEMIC ERA

• Main Author: Al Farizi, Salman
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65052
• Institution: Institut Teknologi Bandung

The coffee industry is growing rapidly in Indonesia, which prompts the presence of coffee shops or café brands, one of which is Starbucks Indonesia. A multi-sensory marketing strategy has been implemented as a strategy to improve customer perception and customer behavior as well as sales. However, the large-scale social restrictions due to the COVID19 pandemic have limited the implementation of multi-sensory marketing at Starbucks Indonesia café. This paper aims to investigate the implementation of multi-sensory marketing and to test the effect of multi-sensory marketing on the buying intention of Starbucks Indonesia in the COVID-19 pandemic era. The authors conducted the research methodology in qualitative and quantitative approaches. The authors conducted an interview, netnography, and observation as a qualitative approach for data collection, as well as a survey of 200 respondents as a quantitative approach. For data analysis, open coding and triangulation validation were used for the qualitative approach, and PLS-SEM and correlation analysis were conducted for the quantitative approach. The results reveal positive relationships between multi-sensory marketing and buying intention, with brand experience as a major role mediator. Furthermore, 6 paths of the customer journey are formed that mediate multi-sensory marketing to buying intention. This research contributes to neuromarketing and customer research by providing empirical evidence for the importance of multi-sensory marketing to customer buying intention. The results give valuable insights into the effectiveness of multi-sensory marketing in generating memorable brand experiences that impact brand performance in the COVID-19 pandemic era. Furthermore, the findings add to our understanding of how multi-sensory marketing has affected the Indonesian café market. Keywords: Brand Experience, Brand Image, Brand Loyalty, Brand Satisfaction, Buying Intention, COVID-19, Multi-sensory Marketing, Price Premium, Starbucks Indonesia.