Pengaruh Pemasaran Sensorik dan Pengalaman Pelanggan terhadap Minat Pembelian Ulang pada Mako Cake & Bakery Joglo

The Influence of Sensory Marketing and Customer Experience on Repurchase Interest at Mako Cake & Bakery Joglo

Abstract

This study examines sensory marketing and customer experience in relation to repurchase intention at Mako Cake & Bakery Joglo. A quantitative survey collected Likert-scale responses from 93 purposively selected customers. Multiple linear regression was performed using SPSS 27 after instrument and model-assumption tests. Sensory marketing was positively associated with repurchase intention (t=3.453; p=0.001), as was customer experience (t=5.489; p<0.001). The overall regression was significant (F=72.399; p<0.001), explaining 61.7% of the variance. Customer experience had a larger unstandardized coefficient than sensory marketing. These findings suggest that a positive shopping experience and sensory cues are relevant to customer-retention strategies.