Pengaruh Elemen Sensory Branding Terhadap Perilaku Pengambilan Keputusan Konsumen Dalam Membeli Aqua Dengan Pendekatan Neuromarketing Di Kabupaten Jember

Abstract

The purpose of this study acclaims the important of Auditory, Visual and Tactile in affecting consumer’s decision making
behavior of buying, it is also to figure out it’s impact in Aqua. Thus, it is important to study “The Impact Of Sensory
Branding’s Elements On Consumer’s Decision Making Behavior Of Buying Aqua With Neuromarketing Approach In
Jember”. The population in this study are Aqua’s consumers in Jember. Sampling is taken using purposive sampling method
from 100 respondents. Instrument analysis in this study is performed using Structural Equation Model (SEM) with
confirmatory approach. The result shows that: 1) auditory significantly affects consumer’s decision making behavior of buying
Aqua in Jember, 2) visual significantly affects consumer’s decision making behavior of buying Aqua in Jember, and 3) tactile
significantly affects consumer’s decision making behavior of buying Aqua in Jember.