The Influence of Sensory Marketing on Brand-name Coffee Consumption Behavior
Main Article Content
Abstract
The results were as follows; marketing factors through the five senses of brand-name coffee shops. Five senses affect the distinctiveness of the coffee shop, affecting consumption behavior sense of smell and sound affects the arousal and the taste sensation affects the happiness of the consumer. Including the five sensory factors also affect the motivation for consuming brand-name coffee.
Article history: Received 15 March 2023
Revised 14 August 2023
Accepted 18 August 2023
SIMILARITY INDEX = 0.44 %
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