The Influence of Sensory Marketing on Repurchase Intention at Sudirman Street Food Bandung

Dolores Silvia, Rattikah Fitrianty

Abstract


This study aims to examine the influence of sensory marketing elements, which include sight, sound, smell, taste, and touch, on the repurchase intention of local tourists at Sudirman street food. The focus of this research is to determine the extent to which these five sensory aspects affect consumers' decisions to make repeat purchases. This study uses a quantitative approach with data collected through questionnaires from 120 respondents, namely local tourists who have previously made purchases at Sudirman street food. Data analysis was conducted to test the individual and simultaneous effects of all sensory marketing variables on repurchase intention. The results show that the sensory marketing elements namely Sight (X1), Smell (X3), Taste (X4), and Touch (X5) have a significant effect on Repurchase Intention (Y), while sound (X2) does not have a significant effect on Repurchase Intention. Simultaneously, the sensory marketing variables (Sight, sound, Smell, Taste, and Touch) have a significant influence of 67.4% on repurchase intention, while the remaining 33.6% is affected by other factors outside this study. These findings indicate that almost all aspects of sensory marketing influence repurchase intention. This study provides practical contributions for culinary business actors at Sudirman street food in designing effective sensory marketing strategies to encourage consumers to make repeat purchases.


Keywords


Sensory Marketing; Street Food; Repurchase Intention

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References


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DOI: https://doi.org/10.17509/gastur.v12i2.85901

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