ANALISIS PENGARUH FAKTOR OLFACTORY TERHADAP PURCHASE INTENTION MELALUI APPROACH BEHAVIOR DAN EXPERIENTIAL MARKETING PADA PELANGGAN ROTIBOY DI SURABAYA
Abstract
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