Sensory-Driven Customer Experiences in Modest Fashion Retail: Insights for Marketing Practice, Education, and Sustainable Development

Ery Adam Primaskara, Ratih Hurriyati, Tika Annisa Lestari Koeswandi

Abstract


This study examined how multisensory cues influence Memorable Customer Experiences (MCEs) in Indonesia’s modest fashion retail sector. The purpose was to explore whether visual, tactile, olfactory, and auditory stimuli significantly shape consumer memory and emotional engagement. A cross-sectional quantitative design was employed using survey data from 400 active modest fashion consumers in Bandung. Simple linear regression analysis revealed that all four sensory cues had statistically significant positive effects on MCEs. These results are important because they show that culturally resonant sensory strategies can enhance affective brand encounters and customer loyalty. The study contributes to sensory marketing theory and supports SDG 4 and SDG 12 by offering an educational case model for marketing curricula and promoting sustainable, experience-focused retail design. The findings encourage fashion retailers to go beyond product-centric models by designing immersive, culturally aligned sensory experiences that foster engagement, learning, and long-term brand value.

Keywords


Customer experience; Modest fashion; Sensory marketing; Sustainable development; Teaching case

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DOI: https://doi.org/10.17509/ijomr.v5i2.86102

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