PENGARUH SENSORY MARKETING TERHADAP WILLINGNESS TO PAY A PREMIUM PRICE MELALUI BRAND EXPERIENCE SEBAGAI VARIABEL INTERVENING STUDI KASUS STARBUCKS

Vicky Wijaya

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari pemasaran sensorik (Sensory Marketing), pengalaman merek (Brand Experience), dan kesediaan untuk membayar harga premium (Willingness to Pay a Premium Price). Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survey online menggunakan instrument kuesioner dengan respon yang dapat digunakan dari 200 responden. Responden adalah mahasiswa tahun pertama sampai dengan tahun ke empat yang pernah membeli produk Starbucks dalam kurun waktu 6 bulan terakhir dari Program Studi Manajemen Fakultas Bisnis dan Ekonomi di Universitas Kristen Petra Surabaya. Data diolah menggunakan pendekatan persamaan model struktural dengan Teknik Partial Least Square. Hasil penelitian membuktikan adanya pengaruh pengalaman merek (Brand Experience) terbukti memediasi sempurna dalam memperngaruhi penglihatan (Sight), perasa (Taste) dan penciuman (Smell) terhadap kesediaan untuk membayar harga premium (Willingness to Pay a Premium Price) peran mediasi partial dalam mempengaruhi pendengaran (Hearing) dan sentuhan (Touch) terhadap kesediaan untuk membayar harga premium (Willingness to Pay a Premium Price).


Keywords


Sensory Marketing; Brand Experience; Willingness to Pay a Premium Price

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References


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