Meningkatkan Minat Beli Ulang Konsumen melalui Scent Marketing dan Brand Experience pada Fore Coffee

Fazira Rizqy Alfitri; M. Faiz Ali Hidayat; Muhammad Rizqi Fahriza

doi:10.30822/aksioma.v5i1.5170

Penulis

Fazira Rizqy Alfitri Sekolah Tinggi Ilmu Ekonomi Surakarta
M. Faiz Ali Hidayat Sekolah Tinggi Ilmu Ekonomi Surakarta
Muhammad Rizqi Fahriza Sekolah Tinggi Ilmu Ekonomi Surakarta

DOI:

https://doi.org/10.30822/aksioma.v5i1.5170

Kata Kunci:

Pemasaran Aroma, Pengalaman Merek, Minat Beli Ulang

Abstrak

Perubahan pola konsumsi yang menekankan aspek emosional dan pengalaman telah menggeser strategi pemasaran dari sekedar fungsional saja, menuju pendekatan berbasis pengalaman merek. Riset ini menitikberatkan pada analisis intensitas pembelian ulang di Fore Coffee Mall Solo Paragon dengan meninjau sejauh mana scent marketing dan impresi pelanggan terhadap merek berperan dalam proses tersebut. Melalui pendekatan kuantitatif, data yang diperoleh pada penelitian yaitu berjumlah 120 responden sesuai dengan kriteria yang ditentukan berdasarkan metode purposive sampling. Data diuji menggunakan SPSS. Teknik analisis diterapkan meliputi uji instrumen, asumsi klasik, regresi linear berganda, uji t, dan uji F. Berdasarkan temuan studi, minat beli ulang konsumen dipengaruhi secara positif oleh brand experience serta stimulasi aroma. Pengaruh signifikan ini terbukti konsisten, baik ketika variabel tersebut diuji parsial maupun simultan. Scent marketing dan brand experience mampu menjelaskan sebesar 60,7% dari variabel minat beli ulang, sedangkan 39,3% dipengaruhi oleh faktor lain di luar model penelitian.

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