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.