Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Sensory marketing merupakan pemasaran yang melibatkan indra-indra dalam rangka mempengaruhi persepsi, kognisi, perilaku, serta pengambilan keputusan konsumen. Melalui kajian literatur, studi ini bertujuan untuk memperoleh pemahaman akan sensory marketing serta bagaimana sensory marketing dapat diimplementasikan melalui contoh kesuksesan brand parfum Le Labo. Temuan dalam makalah ini menunjukkan bahwa perhatian akan implementasi sensory marketing baik dalam ranah penelitian maupun praktik semakin signifikan dan terus berkembang. Sensory marketing membawa brand dari pemasaran 2D (audio dan visual) yang bersifat tradisional menuju 5D (melibatkan kelima indra) sebagai pendekatan dengan nilai unggul yang dapat membantu brand untuk berkembang di tengah tantangan dari pasar dan lanskap retail yang semakin tersaturasi dan kompetitif. Meskipun e-commerce dan Internet semakin mendominasi, terdapat dimensi-dimensi sensoris yang tidak dapat dijangkau secara online. Maka dari itu, sensory marketing menjadi relevan untuk dipraktikkan. Melalui integrasi antara atribut-atribut dari penglihatan, pendengaran, penciuman, peraba, dan perasa, brand dapat membentuk image serta value untuk membangun hubungan dengan konsumen melalui pengalaman multisensoris. Kajian ini menemukan bahwa studi mengenai sensory marketing belum banyak ditemukan dan dikembangkan dalam jurnal-jurnal di Indonesia. Melalui berbagai contoh, implementasi sensory marketing ditunjukkan sangat menguntungkan bagi brand. Pendekatan sensory marketing dapat diterapkan dalam berbagai industri, secara khusus dalam industri wewangian yang berkembang pesat akhir-akhir ini. ......Sensory marketing is marketing which involves and appeals to the senses in order to impact consumer’s perception, cognition, behavior and decision making. Through literature review, this study aims to gain knowledge and understanding of sensory marketing and how it can be implemented by looking at the example of the success behind perfume brand Le Labo. The findings from this study shows that the attention towards the implementation of sensory marketing both academically and practically has grown to become more significant. Sensory marketing brings brands from traditional 2D marketing (audio and visual) to more advanced 5D marketing (involving all five senses) as a beneficial approach to help brands develop and get ahead in the competitive saturated market and challenging retail landscape. Although e-commerce and the Internet are dominating, there are limitations to which some sensory dimensions cannot be reached online. Hence, sensory marketing becomes relevant to be practiced. By integrating various attributes of vision, audition, olfaction, somatosensation and gustation, brands are able to establish image and value in order to build relationships with consumers through multisensory experiences. This review finds that studies regarding sensory marketing are not found to be many and developed in journals in Indonesia. The approach of sensory marketing can be implemented in various industries, especially in the fragrance industry which has been rapidly growing and blooming recently.

Abstrak :
Tulisan ini menganalisis bagaimana pemasaran sensorik (sensory marketing) membentuk pengalaman konsumen (consumer experience) selama berada di Atsiri diSarinah. Fokus penelitian ini melihat pendekatan sensorik berdasarkan penglihatan (sight), penciuman (smell), dan pendengaran (hearing) yang dirasakan oleh pengunjung. Metode penelitian ini menggunakan dua tahap yaitu observasi dan wawancara mendasar. Hasil analisis penelitian menunjukkan bahwa pemasaran sensorik yang interaktif bisa membentuk pengalaman pengunjung serta mempengaruhi perasaan dan daya tarik terhadap produk. Adapun saran untuk penelitian selanjutnya yaitu memperdalam aroma dan pengalaman aromatik konsumen dengan menggunakan turunan konsep consumer experience. ......This paper analyzes how sensory marketing shapes Atsiri in Sarinah consumer experience . The focus of this research looks at the sensory approach based on the sight, smell, and hearing felt by visitors. This research method uses two stages; observation and basic interviews. The results of the research analysis show that interactive sensory marketing can shape the visitor experience and affect feelings and appeal to the product. The suggestion for further research is to deepen the aroma and aromatic experience of consumers by using the concept of derivatives of consumer experience.

Abstrak :
Penelitian ini mengkaji dampak indikator sensory marketing dan brand experience terhadap emotional attachment, customer commitment, dan brand loyalty dalam industri jam tangan mewah. Penelitian ini dilakukan dengan melibatkan 323 konsumen Indonesia yang membeli jam tangan mewah, dan menunjukkan adanya hubungan signifikan antara indikator sensory marketing, brand experience, emotional attachment, customer commitment, dan brand loyalty. Namun, pengaruh store image ditemukan tidak signifikan dalam memoderasi hubungan antara indikator sensory marketing, brand experience, dan emotional attachment. Penemuan ini menekankan pentingnya indikator sensory marketing dan brand experience dalam membentuk emotional attachment dan customer commitment yang pada akhirnya mempengaruhi brand loyalty. Hasil dari penelitian ini memberikan wawasan berharga bagi produsen dan distributor jam tangan mewah di Indonesia untuk meningkatkan brand loyalty daripada pelanggan melalui strategi pemasaran yang efektif dan pengalaman ritel yang optimal. Namun, perlu diwaspadai dalam menggeneralisasi implikasi ini ke negara atau industri lain. Selain itu, penelitian ini juga memberikan kontribusi pada literatura tentang brand loyalty, khususnya dalam industri jam tangan mewah, dengan mengatasi tantangan yang ditimbulkan oleh produk substitusi seperti smartwatch maupun oleh pesaing yang bergerak di segmentasi jam tangan mewah itu sendiri. Penelitian ini memberikan panduan untuk mempertahankan brand loyalty di tengah persaingan yang semakin ketat antar brand, maupun dalam menghadapi ancaman dari produk substitusi. ......This research examines the impact of sensory marketing cues and brand experience on emotional attachment, customer commitment, and brand loyalty in the luxury wristwatch industry. The study, conducted with 323 Indonesian consumers who purchased luxury wristwatches, reveals significant associations among sensory marketing cues, brand experience, emotional attachment, customer commitment, and brand loyalty. However, the effect of store image was found to be insignificant in moderating the connections between sensory marketing cues, brand experience, and emotional attachment. These findings highlight the importance of sensory marketing cues and brand experience in fostering emotional attachment and customer commitment, ultimately leading to brand loyalty. The results provide valuable insights for luxury wristwatch manufacturers and distributors in Indonesia to enhance customer loyalty through effective marketing strategies and optimized retail experiences. However, caution must be exercised in generalizing these implications to other countries or industries. Additionally, this study contributes to the literature on brand loyalty, particularly in the luxury wristwatch industry, by addressing the challenges posed by emerging substitutes such as advanced smartwatches and offering guidance on maintaining brand loyalty amidst increasing competition.

Abstrak :
Poli gigi Rumah Sakit Siloam Tb. Simatupang menempatkan kepuasan pasien sebagai prioritas utama dan berupaya untuk menciptakan lingkungan yang nyaman dan memberikan pelayanan yang optimal bagi pasien. Penelitian ini bertujuan untuk menganalisis pengaruh multi sensory marketing terhadap perceived service quality pada poli gigi Rumah Sakit Siloam Tb. Simatupang DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dan teknik purposive sampling dengan menyebarkan kuesioner melalui Google Form kepada 100 responden yang pernah melakukan pengobatan di poli gigi Rumah Sakit Siloam Tb. Simatupang, berusia 18-38 tahun, berdomisili di Jabodetabek. Dalam menganalisis data, peneliti melakukan analisis deskriptif dan uji regresi linear sederhana menggunakan SPSS. Temuan dari penelitian ini menunjukan bahwa multi sensory marketing mempunyai pengaruh yang positif dan signifikan terhadap perceived service quality ...... Siloam Tb. Simatupang Hospital Dental Polyclinic places patient satisfaction as a top priority and strives to create a comfortable environment and provide optimal service to patients. This study aims to analyze the influence of multi-sensory marketing on perceived service quality at the Siloam Tb. Simatupang Hospital Dental Polyclinic. The study uses a quantitative approach and purposive sampling techniques by distributing questionnaires through Google Form to 100 respondents who have been treated in the dental polyclinic at Siloam Tb Simatupang Hospital, aged 18–38, who live in Jabodetabek. In analyzing the data, the researchers performed descriptive analysis and simple linear regression tests using SPSS. The findings from this study show that multisensory marketing has a positive and significant influence with perceived service quality.

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.