PENGARUH PEMASARAN MULTI-SENSORI TERHADAP NIAT BELI ULANG KONSUMEN DUNKIN DONUTS DI BANDAR LAMPUNG

Kurnia Prastyanti; Roslina Roslina; Dwi Asri Siti Ambarwati

doi:10.59003/nhj.v4i10.1399

Authors

Kurnia Prastyanti Universitas Lampung
Roslina Roslina Universitas Lampung
Dwi Asri Siti Ambarwati Universitas Lampung

DOI:

https://doi.org/10.59003/nhj.v4i10.1399

Keywords:

Multi Sensory Marketing (Sight, Smell, Taste, Sound & Touch), Repurchase Intentions

Abstract

The current phenomenon is that according to the 2024 Top Brand Index Survey, in the last 5 (five) years Dunkin Donuts still ranks second from its competitors. In fact, if you look at it, the company has implemented multi-sensory marketing as a strategy to make customers have repeat purchase intentions. The purpose of this study itself is to find out whether Multi-Sensory Marketing (Sight, Smell, Taste, Sound & Touch) can influence consumer repeat purchase intentions. This study uses a quantitative approach obtained directly from respondents using a Google form questionnaire to 100 respondents with a 5-point Likert scale indicator. This study uses the SPSS analysis tool. The results of partial testing show that multi-sensory marketing variables (sight, smell, taste, sound & touch) have an effect on consumer repeat purchase intentions at Dunkin Donuts.

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