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

Authors

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

Keywords:

Pemasaran Aroma, Pengalaman Merek, Minat Beli Ulang

Abstract

Changes in consumption patterns that emphasize emotional aspects and experiences have shifted marketing strategies from purely functional approaches to brand experience-based approaches. This research focuses on analyzing repurchase intensity at Fore Coffee Mall Solo Paragon, examining the extent to which scent marketing and customer impressions of the brand play a role in this process. Using a quantitative approach, data was obtained from 120 respondents who met the criteria determined by the purposive sampling method. The data was tested using SPSS. The analysis techniques applied included instrument testing, classical assumptions, multiple linear regression, t-test, and F-test. Based on the study findings, consumer repurchase interest is positively influenced by brand experience and aroma stimulation. This significant influence was proven to be consistent, both when the variables were tested partially and simultaneously. Scent marketing and brand experience were able to explain 60.7% of the repurchase intention variable, while 39.3% was influenced by other factors outside the research model.

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