Sensory Marketing: Comparison of Chinese Restaurants in Indonesia and Hainan (China) on the Satisfaction of Indonesian Tourists
Abstract
Restaurants are now not only places to eat but also for gathering and business purposes. Product and price are no longer the main factors; restaurants must offer quality service, a comfortable atmosphere, attractive design, and enjoyable experiences to satisfy tourists. This study aims to conduct a comparative analysis and test the sensory marketing dimensions (touch, aroma, taste, hearing, sight) on the satisfaction of Indonesian tourists at the Pantjoran Tea House restaurant in Indonesia and the Guoxiang Siji Farm restaurant in Hainan. Customer satisfaction is measured by five indicators: product quality, price, service quality, emotional factor, and convenience. The method used in this study is a quantitative method with data testing using Partial Least Square (PLS) software, through the SmartPLS program version 3.2.9. The population and sample in this study were customers who visited the Pantjoran Tea House restaurant and the Guoxiang Siji Farm restaurant, with an age range of 17-50 years, and a total of 300 respondents. The results of this study found that the application of sensory marketing at the Pantjoran Tea House restaurant only had one variable that had an influence on the satisfaction of Indonesian tourists, namely the olfactory/aroma dimension, which means that each aroma component is by the expectations of Indonesian tourists in the concept of a Chinese restaurant. Meanwhile, at Guoxiang Siji Farm, sensory marketing in all dimensions affects tourist satisfaction except the auditory dimension
Downloads
References
Annibras, A. A., & SARI, P. N. (2023). Analisis Pengaruh Cita Rasa, Variasi Produk, Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Di Mie Gacoan Cabang Kartasura .Doctoral dissertation, UIN RADEN MAS SAID..
Arindiaty, A., & Bernik, M. (2017). Analisis Kualitas Jasa Dalam Meningkatkan Kepuasan Konsumen Di Baker Street Cafe Bandung. Jurnal Bisnis Terapan, 1(01), 43-52.
Azizah, S. N., & Hadi, S. S. (2020). Pengaruh cita rasa dan harga terhadap loyalitas konsumen dengan keputusan pembelian sebagai intervening variabel pada produk Kentucky Fried Chicken (KFC) Arion Mall. Skripsi, STIE Indonesia. STIE Indonesia Repository.
Gonaldy, S. K., Widjaja, F. N., & Trisnawati, J. D. (2019). Pengaruh Kualitas Restoran Terhadap Kepuasan Pelanggan dan Rekomendasi Pelanggan Pada Restoran Chinese Food Guilin Surabaya. Calyptra, 7(2), 3007-3017.
Hananto, B. A. (2019, February). Identitas Visual Digital Brand Dalam Sosial Media: Sebuah Evaluasi Konsistensi Image dan Type Karya Mahasiswa dalam Mendesain Feed Instagram. In SENADA (Seminar Nasional Manajemen, Desain Dan Aplikasi Bisnis Teknologi) (Vol. 2, pp. 56-61).
https://travel.kompas.com/read/201 9/01/28/080600327/kenapa-makan an-china-mudah-diterima-orang-in donesianapa Makanan China Mudah Diterima Orang Indonesia?
Hultén, B. (2011). Sensory marketing: the multi‐sensory brand‐experience concept. European business review, 23(3), 256-273.
Imanuel, B. H. (2019). Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Di PT Hastaco Tour and Travel. Agora, 7(1), 287296.
Kinasih, A. C., Winarno, G. D., & Santoso, T. S. (2024). Analisis Push Factor Destinasi Wisata Air Terjun Way Lalaan Berdasarkan Persepsi Wisatawan. Journal of People, Forest And Environment, 4(1), 23-34.
Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.
Krisdianti, D. L. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Restoran Pizza Hut Malang Town Square. Doctoral dissertation, Universitas Brawijaya.
Krishna, A. (2011). "An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgement, and Behavior. Journal of Consumer Psychology", 333.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
Lesmana, R., & Ratnasari, D. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen PT. Radekatama Piranti Nusa. Jurnal Pemasaran Kompetitif, 2(2).
Mantalean & Prodjo. (2019, January 28). Kenapa makanan China mudah diterima orang Indonesia?. Retrieved from
Mohamadi. (2023, October 17). Berburu kuliner dan makanan di Hainan, China!. Retrieved from https://catperku.com/makanan-hala l-di-hainan-china/#Mengenal_Kuli ner_Hainan!
Muhamad, F., Suharyono, S., & Alfisyahr, R. (2017). Pengaruh sensorik Marketing terhadap Kepuasan Konsumen dan Repurchase Intention (Survei pada Konsumen Nomu 9 Bites & Beverages di Kota Malang). Doctoral dissertation, Brawijaya University.
Nwachukwu, D., & Affen, M. P. (2023). Artificial intelligence marketing practices: The way forward to better customer experience management in Africa (Systematic Literature Review). International Academy Journal of Management, Marketing and Entrepreneurial Studies, 9(2), 44-62.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Silaban, P. H., Chen, W. K., Eunike, I. J., & Silalahi, A. D. K. (2023). Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA. Cogent Business & Management, 10(1), 2196788.
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. American Psychological Assosiation 7th edition.
Sunaryo, N. A. (2019, December). Potensi Wisata Kuliner Di Indonesia: Tinjauan Literatur. In Seminar Nasional Inovasi dalam Penelitian Sains, Teknologi dan Humaniora-InoBali (pp. 235-242).
W. D, Hoyer., D. J, M. (2018). Consumer Behavior. CENGAGE Learning, 7th edition
This work is licensed under a Creative Commons Attribution 4.0 International License.
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles.
