Sensory Marketing and Brand Love on Repurchase Intention Among Idependent Local Coffe Shop Consumers in Tebet, South Jakarta

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Yanto, Keri (2026) Sensory Marketing and Brand Love on Repurchase Intention Among Idependent Local Coffe Shop Consumers in Tebet, South Jakarta. Diploma thesis, IPMI Institute.

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Abstract

The rapid expansion of Independent Coffee Shops in urban areas has intensified competition and increased the need for businesses to create distinctive and memorable customer experiences. While sensory marketing has been widely acknowledged as an effective experiential strategy, empirical findings regarding its influence on repurchase intention remain mixed. In addition, previous studies have primarily emphasized direct effects, offering limited explanation of the emotional processes through which sensory experiences encourage consumers to return. This gap is particularly evident in the context of Independent Local Coffee Shops in emerging markets. To address this issue, the present study examines the effect of sensory marketing on repurchase intention and explores the mediating role of brand love.
A quantitative research design was adopted using survey data collected from consumers of Independent Coffee Shops in Tebet, South Jakarta. The data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) to assess both the measurement and structural models.
The findings reveal that sensory marketing significantly and positively influences both brand love and repurchase intention. Brand love also has a significant positive impact on repurchase intention. However, the direct influence of sensory marketing on repurchase intention is stronger than its indirect effect through brand love, indicating partial mediation. These results suggest that sensory stimulation plays a central role in encouraging repeat purchases, while emotional attachment to the brand strengthens, but does not replace, this effect.
This study contributes to the literature by clarifying the emotional pathway linking sensory marketing and repurchase intention in the Independent Coffee Shops sector. From a managerial standpoint, the findings highlight the importance of designing consistent multisensory experiences while nurturing emotional connections with customers to sustain repeat patronage.

Keywords: Sensory Marketing, Brand Love, Repurchase Intention, Independent Coffee Shops, Consumer Behaviour

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	28 Sep 2026 04:04
Last Modified:	28 Sep 2026 06:28
URI:	http://repository.ipmi.ac.id/id/eprint/3043

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