Analisis pengaruh faktor olfactory terhadap purchase intention melalui approach behavior dan experiential marketing pada pelanggan rotiboy di Surabaya

Samuel, Grand Oxford Daud (2019) Analisis pengaruh faktor olfactory terhadap purchase intention melalui approach behavior dan experiential marketing pada pelanggan rotiboy di Surabaya. Bachelor thesis, 00000027332.

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Abstract

Modernisasi yang dipengaruhi oleh globalisasi mempengaruhi gaya hidup begitu juga dengan makanan. Semakin modern orang-orang lebih memilih untuk mengonsumsi makanan yang praktis namun lezat. Salah satu makanan yang memenuhi kebutuhan orang kodern adalah Roti. Rotiboy salah satu brand yang memproduksi roti mengambil kesempatan ini dengan menjadi pelopor bakery dengan varian Mexican bun yang menjadi ikon utamanya. Kehadiran Rotiboy mempermudah masyrakat modern dalam memenuhi kebutuhan pangan serta praktis dapat dikonsumsi dalam keadaan apapun. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Olfactory terhadap Purchase Intention melalui Experiential Marketing dan Approach Behavior. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Experiential Marketing dan Approach Behavior sehingga meningkatkan Purchase Intention yang pada akhirnya akan meningkatkan pembelian aktual dari Rotiboy. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Traveloka dan pernah melakukan pembelian di Rotiboy sebanyak 2 kali atau lebih dalam kurun 5 bulan terakhir. Hasil penelitian menunjukkan bahwa Olfactory dengan koefisien regresi sebesar 0.685 secara positif dan signifikan mempengaruhi Experiential Marketing, Olfactory dengan koefisien regresi sebesar 0.945 secara positif dan signifikan mempengaruhi Approach Behavior, Experiential Marketing dengan koefisien regresi sebesar 0.054 secara positif dan signifikan mempengaruhi Approach Behavior, Experiential Marketing dengan koefisien regresi sebesar 0.145 secara positif dan signifikan mempengaruhi Purchase Intention, Approach Behavior dengan koefisien regresi sebesar 0.215 secara positif dan signifikan mempengaruhi Purchase Intention, dan Olfactory dengan koefisien regresi sebesar 0.584 tidak secara positif dan signifikan mempengaruhi Purchase Intention / Modernization that is influenced by globalization influences lifestyles as well as food. The more modern people prefer to eat practical but delicious food. One of the foods that meets the needs of modern people is Bread. Rotiboy, one of the brands that produce bread, took this opportunity by becoming the pioneer of bakery with the Mexican bun variant which became its main icon. Rotiboy's presence makes it easier for modern society to meet food needs and can be practically consumed under any circumstances. This study aims to determine how Olfactory influences Purchase Intention through Experiential Marketing and Approach Behavior. The expected benefits of this study are to add to the repertoire of knowledge in the field of management, especially how much influence the Experiential Marketing and Approach Behavior has on increasing Purchase Intention which will ultimately increase the actual purchase of Rotiboy This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was done by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, knowing Traveloka and having made purchases in Rotiboy twice or more in the past 5 months The results showed that Olfactory with a regression coefficient of 0.685 positively and significantly affected Experiential Marketing, Olfactory with a regression coefficient of 0.945 positively and significantly affected Approach Behavior, Experiential Marketing with a regression coefficient of 0.054 positively and significantly affected Approach Behavior, Experiential Marketing with the regression coefficient of 0.145 positively and significantly affects Purchase Intention, Approach Behavior with a regression coefficient of 0.215 positively and significantly affects Purchase Intention, and Olfactory with a regression coefficient of 0.584 not positively and significantly affects Purchase Intention

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