ANALISIS FAKTOR OLFACTORY TERHADAP PURCHASE INTENTION DENGAN APPROACH BEHAVIOR DAN EXPERIENTIAL MARKETING SEBAGAI VARIABEL INTERVENING PADA PRODUK DOWNY DI SURABAYA
Abstract
This study is to find out the effect of olfactory, approach behavior, and
experiential marketing toward purchase intention on Downy consumer that live in
Surabaya.
Sample that use in this study is Downy consumer that live in Surabaya and has
purchased and used the product in last two month. The number of respondent that use
in this study is 140 respondents. For processing and data analysis this study uses
Structural Equation Modelling (SEM) with AMOS 16.0 software. Result of the
analysis show that all hypotheses can be accepted and have a positive relationship.
The result show that experiential marketing had effect toward purchase
intention with regression coefficient 0.27. Whereas purchase intention and approach
behavior had influence toward purchase intention with regression coefficient each
0.21. The influence of experiential marketing toward approach behavior had
regression coefficient 0.22. Olfactory influence approach behavior and experiential
marketing with regression coefficient each 0.21 and 0.31.