Analysis of the Effect of Olfactory, Approach Behavior, and Experiential Marketing toward Purchase Intention

Cherish Anggie; Jony Oktavian Haryanto

doi:10.22146/gamaijb.5496

Analysis of the Effect of Olfactory, Approach Behavior, and Experiential Marketing toward Purchase Intention

Cherish Anggie, Jony Oktavian Haryanto

(Submitted 1 December 2014)

(Published 12 February 2011)

Abstract

The drive of retail business competition is getting tighter and causing retailers to seek to entice consumers to be regular and faithful at their stores. Retailers need to understand consumer behavior in order to obtain what is desired by consumers. Therefore, consumer behavior needs to be studied considering various factors which can influence consumer decisions to buy a product. The emergence of BreadTalk in Indonesia in the bakery industry with a different concept bakery store has caused rapid development in this industry. One strategy used by BreadTalk to encourage consumers to visit, feel the different experience, and ultimately to increase consumer purchase intention is to use dimensional olfactory as one of the elements in the store ambience. With this phenomenon, this study aims to find the significant influence of the olfactory, approach behavior, experiential marketing toward purchase intention. Collecting data in this study was done by spreading questionnaires to students of the University of Pelita Harapan, who had visited and shopped at BreadTalk Supermal Karawaci. The questionnaires were distributed to 150 respondents. The variables that exist in the study are measured using the Likert scale. The sample collection technique used was a non-probability sampling technique of sampling with a purposive sampling method. The data are then processed by using reliability analysis, validity, and methods of structural equation modelling analysis. From the results of this study the significant influence from olfactory to 3 variables mentioned above can be seen.

Full Text: PDF

DOI: 10.22146/gamaijb.5496

References

Assael, H. 1998. Consumer Behavior and Marketing Action. Boston, M.A.

Andreani, Fr. 2007. Experiential marketing (sebuah pendekatan pemasaran). Jurnal Manajemen Pemasaran 2 (1) (April).

Baker, J., M. Levy, and D. Grewal. 1992. An Experimental Approach to Making Retail Store Environmental Decisions, Journal of Retailing 68 (4): 445-460.

Baron, R. A., and M. I. Bronfen. 1994. A whiff of reality: Empirical evidence concerning the effects of pleasant fragrances on work-related behavior. Journal of Applied Social Psychology 24 (13): 1179-1203.

Belk, R. W. 1975. Situational variables and consumer behavior. Journal of Consumer Research 2: 157-164.

Berman, B., and J. R. Evans. 2004. Retailing Management (9th ed.). New Jersey: Pearson Prentice Hall-Upper Saddle River.

Bolen, W. H. 1998. Contemporary Retailing (3rd ed.). New Jersey: Pearson Prentice Hall-Upper Saddle River.

Bone, P. F., and P. S. Ellen. 1999. Scents in the marketplace: Explaining a fraction of olfaction. Journal of Retailing 75 (2): 243-262.

Bone, P. F., and S. Jantrania. 1992. Olfaction as a cue for product quality. Marketing Letters 3 (3): 289-296.

Chebat, J. C., and R. Michon. 2003. Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research 56 (7): 529-539.

Davis, D. 2005. Business Research for Decision Making (6th ed.). Ohio: Thomson South Western.

Ellen, P. S., and P. F. Bone. 1998. Does it matter it smells? Olfactory stimuli as advertising executional cues. Journal of Advertising 27 (4): 29-39.

Epple, G., and Herz, R. S. 1999. The ascent of scent. Scientific American. 281(5), 42-43.

Fandos, C., and Flavian, C. 2006. Intrinsic and extrinsic quality attributes, loyalty, and buying intention: an analysis for PDO product. British Food Journal 108 (8): 646-662.

Fiore, A. M. 2002. Effects of experiential pleasure from a catalogue environment on approach responses toward fashion apparel. Journal of Fashion Marketing and Management 6 (2): 122-123.

Goldkuhl, L., and M. Styven. 2007. Sensing the scent of service success. European Journal of Marketing 41(11/12): 1297-1305.

Hair, J. F., W. C. Black, and B. J. Babin. 2010. Multivariate Data Analysis: A Global Perspective (7th ed.). New Jersey: Pearson Prentice Hall-Upper Saddle River.

Halloway, M. 1999. The ascent of scent. Scientific American 281 (5): 42-43.

Joreskog, K. G., and D. Sorbom. 1993. Latent variable scores and their uses. Retrieved from http://www.ssicentral.com/lisrel/column6.htm

Kahn, B. E., and D. R. Lehmann. 1991. Modeling choice among assortments. Journal of Retailing 67: 274-299.

Kertajaya, H., D. M. Yuswohady, and D. I. Bambi. 2003. Marketing in Venus. Jakarta: PT. Gramedia Pustaka Utama.

Knasko, S. 1989. Ambient odor and shopping behavior. Chemical Senses 14 (5): 179.

Kotler, P. 2003. Marketing Management (11th ed.). New Jersey: Pearson Prentice Hall-Upper Saddle River.

Kotler, P., and K. L. Kettler. 2009. Marketing Management (13th ed.). New Jersey: Pearson Prentice Hall-Upper Saddle River.

Levy, M., and B. A. Weitz. 2009. Retailing Management (7th ed.). New York: McGraw-Hill.

Lindstorm, M. 2005. Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free Press.

Lipmann, J. 1990. Scents that encourage buying couldn’t smell sweeter to stores. The Wall Street Journal (January 9): 5.

Loudon, D. L., and A. J. D. Bitta. 1993. Consumer Behavior: Concepts and Applications (4th ed.). New York: McGraw-Hill.

Maholtra, N. K. 2007. Marketing Research (5th ed.). New Jersey: Pearson Education, Inc.

Mehrabian, A., and J. A. Russell. 1974. An Approach to Environmental Psychology. Boston: MIT Press.

Morrin, M., and Ratneshwar, S. (2003). Does it make sense to use the scents to enhance brand memory?, Journal of Marketing Research, 40(1), 10-25.

Mitchell, D. J., B. E. Kahn, and S. C. Knasko. 1995. There’s something in the air: effects of congruent or incongruent ambient odor on consumer decision making. Journal of Consumer Research 22 (2): 229-238.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry. 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing 49: 41-50.

Pine, B. J. II, and J. H. Gilmore. 1999. The Experience Economy. Boston: Harvard Business School Press.

Schifferstein, H. N. J., and S. T. Blok. 2002. The signal function of thematically (in)congruent ambient scents in a retail environment. Chemical Senses 27 (6): 539-549.

Schiffman, L. G., and L. L. Kanuck. 2000. Consumer Behavior (7th ed.). New Jersey: Pearson Prentice Hall- Upper Saddle River.

Schmitt, B. H. 1999. Experiential Marketing. New York: The Free Press.

Simamora, B. 2004. Panduan Riset Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama.

Soars, B. 2009. Driving sales through shoppers’ sense of sound, sight, smell and touch. International Journal of Retail and Distribution Management 37 (3): 286-298.

Spangenberg, E. R., A. E. Crowley, and P. W. Henderson. 1996. Improving the store environment: do olfactory cues affect evaluations and behaviors? Journal of Marketing 60: 67-80.

Spence, C. 2002. The ICI report on the secrets of the senses. Retrieved from May, 13 2010, from: http://ici.com/ICIPLC/ici-overview/sensism/pdfs/sense.pdf

Sullivan, M , and D. Adcock. 2002. Retail Marketing. Cornwall: Thomson.

Umar, H. 2005. Riset Pemasaran dan Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama.

Ward, P., B. J. Davies, and D. Kooijman. 2003. Ambient smell and the retail environment relating olfaction research to consumer behavior. Journal of Business and Management 9 (3): 289-302.

Wells, W. D., and D. Prensky. 1996. Consumer Behavior. Toronto: John Wiley and Sons Inc.

Bataviase. 2010. Ritel bisa tembus angka Rp 115T. Retrieved September 09, 2010; from: http://bataviase.co.id/node/288412

Essential-Oil.Com. 2010. Pada kebijaksanaan ‘otak bau’ dan bagaimana mempengaruhi aroma tubuh kita. Retrieved from December 08, 2010; from: http://essential-oil.com/id/aromatherapy-facts_on-the-wisdom-of-the-smell-brain-and-how%20aromas-affect-our-body_647.html

Refbacks

There are currently no refbacks.