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

DOI

10.2991/978-94-6463-234-7_106How to use a DOI?

Keywords

Buying Intention; COVID-19; Multi-sensory Marketing; Starbucks Indonesia

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Fitri Aprilianty
AU  - Salman Al Farizi
PY  - 2023
DA  - 2023/09/29
TI  - The Multi-sensory Marketing Effect on Buying Intention of PT Sari Coffee Indonesia (Starbucks Indonesia) in the COVID-19 Pandemic Era
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 1018
EP  - 1027
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_106
DO  - 10.2991/978-94-6463-234-7_106
ID  - Aprilianty2023
ER  -