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