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Abstrak :
ABSTRAK
Tujuan dari penelitian ini adalah untuk memverifikasi pengaruh pengalaman sensorik terhadap konsumen emosi, niat perilaku, dan perilaku pembelian, secara terpisah. Secara khusus, untuk memeriksa hubungan tersebut pada konsumen Starbucks. Selanjutnya untuk menguji pengaruh kelima indera manusia pada emosi konsumen. Sampel yang digunakan dalam penelitian ini adalah Starbucks konsumen yang telah mengunjungi toko setidaknya sekali dalam periode 3 bulan dihitung berdasarkan waktu mereka mengisi kuesioner. Penelitian ini menggunakan Structural Equation Modeling (SEM) dan Analisis Regresi Berganda dalam menguji hubungan antar variabel. Hasil dari penelitian ini menemukan bahwa ada efek positif dari pengalaman sensorik pada konsumen positif emosi. Selanjutnya, emosi positif secara positif mempengaruhi niat perilaku. akhirnya, niat perilaku positif mempengaruhi perilaku membeli. Efek dari pengalaman sensorik pada perilaku pembelian harus melalui dua variabel yaitu emosi positif dan perilaku niat. Selanjutnya, efek panca indera pada emosi positif dari yang paling ke yang paling sedikit signifikan adalah sentuhan, rasa, suara, bau.
ABSTRACT
The purpose of this study was to verify the effect of sensory experience on consumer emotion, behavioral intention, and purchase behavior, separately. In particular, to check relationship to Starbucks consumers. Furthermore, to examine the influence of the five human senses on consumer emotions. The sample used in this study was Starbucks consumers who had visited the store at least once in a 3-month period calculated based on the time they filled out the questionnaire. This study uses Structural Equation Modeling (SEM) and Multiple Regression Analysis in testing the relationship between variables. The results of this study found that there is a positive effect of sensory experience on consumers' positive emotions. Furthermore, positive emotions positively influence behavioral intentions. Finally, behavioral intentions positively influence buying behavior. Effects of sensory experience on buying behavior must go through two variables, namely positive emotions and behavioral intentions. Furthermore, the effects of the five senses on positive emotions from the most to the least significant are touch, taste, sound, smell.

Abstrak :
Considering that customers? emotions toward received services are evaluated in light of fairness and equity theory, the purpose of this study is to investigate the effect of customers? perceptions and emotions of received services on their behavioral intentions. Data were collected from 329 questioners that were distributed among Mellat bank customers, and hypotheses and the conceptual model were analyzed based on the data collected through structural equation modeling in AMOS 18. Results showed that three dimensions of interactional, procedural, and distributive justice affected customers emotions (negative and positive) and satisfaction. Customers emotions were also found to be having a mediating role in the relationship between perceptions of fairness (except procedural fairness) and customer satisfaction. The other results are the effect of customer satisfaction on behavioral intentions (repeat purchases and Word-of-mouth advertising). Finally, the study suggests some practical solutions and future research topics.

Abstrak :
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations ofphenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.