THE IMPACT OF SENSORY MARKETING ON CONSUMER’S BUYING BEHAVIOR OF COFFEE SHOPS IN MANADO

Abstract

Customer buying behavior have close relation with sensory marketing because it has connection with the
customers itself, mainly about how the perception of the customers toward certain marketing campaign. The problem related
with the phenomenon of Sensory Marketing now is about how to incorporate this type of marketing to MSMEs which include
local artisan coffee shops in Manado. This research is expected to add more knowledge about the application of sensory
marketing to achieve its best values. Using Quantitative Approach, this research derived and examined the model through
multiple linear regression model in a sample of 100 respondents which are customers of local coffee shops in Manado. The
suggestion for the coffee shops is to improve the quality of atmosphere within the shop, adding more decorations, air
conditioner and other will enhance the atmosphere even more. Atmosphere of the shop is crucial because it is the place where
customers can enjoy the products or do other activities, therefore it is essential for the shop to do innovation regarding the
atmosphere of coffee shops.

Keywords: sensory marketing, consumer’s buying behavior, human senses