The Multi-sensory Marketing Effect on Buying Intention of PT Sari Coffee Indonesia (Starbucks Indonesia) in the COVID-19 Pandemic Era

Fitri Aprilianty () and Salman Al Farizi
Additional contact information
Fitri Aprilianty: Institut Teknologi Bandung, School of Business and Management
Salman Al Farizi: Institut Teknologi Bandung, School of Business and Management

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 1018-1027 from Springer

Abstract: Abstract The coffee industry is growing rapidly in Indonesia, which prompts the presence of coffee shops or café brands, one of which is Starbucks Indonesia. A multi-sensory marketing strategy has been implemented; however, the large-scale social restrictions due to the COVID-19 pandemic have limited the multi-sensory marketing implementation at Starbucks Indonesia café. This paper aims to understand more about the multi-sensory marketing implementation and to assess its effect on Starbucks Indonesia’s buying intention during the COVID-19 pandemic. The authors conducted the research methodology in qualitative and quantitative approaches. The authors interviewed one of the district managers of Starbucks Indonesia, netnography, and observation as a qualitative approach for data collection, as well as a survey of 200 respondents of Starbucks Indonesia customers as a quantitative approach. For data analysis, open coding and triangulation validation were used for the qualitative approach, and PLS-SEM and analysis of correlation were conducted for the quantitative approach. The results reveal positive relationships between multi-sensory marketing and buying intention, with brand experience as a major role mediator. Furthermore, 6 paths of the customer journey are formed that mediate multi-sensory marketing to buying intention. This research contributes to neuromarketing and customer research by delivering empirical support for the relevance of multi-sensory marketing to customer buying intention. The findings provide insightful information about the efficiency of multi-sensory marketing in creating enduring brand experiences that have an impact on brand performance during the COVID-19 pandemic. Furthermore, the findings add to our understanding of how multi-sensory marketing has affected the Indonesian café market.

Keywords: Buying Intention; COVID-19; Multi-sensory Marketing; Starbucks Indonesia (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-234-7_106

Ordering information: This item can be ordered from
http://www.springer.com/9789464632347

DOI: 10.2991/978-94-6463-234-7_106

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().