ABSTRACT
This study investigates the impact of sensory marketing on customer purchase intention in the restaurant industry, where customer experiences are increasingly shaped by emotions and sensory stimuli. Sensory marketing incorporates five key elements—vision, olfactory, gustatory, auditory, and haptic—to create memorable dining experiences that drive satisfaction and loyalty. The research utilized a structured questionnaire administered to 160 respondents across various demographic groups, with data analyzed using ANOVA, regression, and t-tests. Results reveal that demographic variables such as age significantly influence sensory preferences: younger consumers prioritize visual and olfactory cues, while older customers emphasize gustatory and health-conscious choices. Findings also show that customers give top priority to taste, followed by hygiene and ambience, highlighting the importance of combining sensory elements for competitive advantage. Furthermore, while gender differences did not show significant impact across senses, customer satisfaction and loyalty were strongly linked to sensory-driven experiences. This research demonstrates that sensory marketing plays a crucial role in shaping consumer decisions, improving satisfaction, and enhancing restaurant competitiveness. The study offers practical recommendations for restaurant owners to integrate multi-sensory strategies that align with customer expectations, thus creating strong brand differentiation and long-term customer relationships in an increasingly competitive hospitality environment.
