Impact of Sensory Marketing on Brand Perception and Consumer Behavior: Insights from PRAN RFL Beverage

Abstract

This study investigates the factors influencing purchase intention for PRAN RFL Beverage, with a focus on the relationships among service quality, sensory marketing, customer satisfaction, and local brand image. A quantitative research approach was employed, collecting data through structured surveys from 386 students at Daffodil International University. This ensured a statistically robust sample with a 95% confidence level, though generalizability is limited by the use of convenience sampling. Data analysis was conducted using SmartPLS 4.1.0.9 and Excel, leveraging structural equation modeling (SEM) to explore direct, indirect, and mediating effects among the variables. The findings reveal that customer satisfaction and sensory marketing serve as primary drivers of purchase intention, underscoring their significance in influencing consumer behavior. Sensory marketing not only directly enhances purchase intention but also significantly contributes to strengthening the local brand image, emphasizing the importance of engaging consumers through sensory experiences in the beverage industry. Customer satisfaction demonstrates a strong direct influence on purchase intention while also playing a moderate role in shaping local brand image, consistent with established consumer loyalty theories. Service quality, although showing minimal direct impact on purchase intention, emerges as a vital contributor to local brand image, reinforcing its role in fostering trust, reliability, and a positive perception of the brand. Local brand image plays a pivotal mediating role, amplifying the indirect effects of service quality, sensory marketing, and customer satisfaction on purchase intention. This highlights the interconnectedness of cognitive, sensory, and emotional factors in shaping consumer decisions. The integration of sensory marketing into consumer behavior models and the redefinition of service quality’s role represent significant contributions to the literature, offering a deeper understanding of the dynamics influencing purchase intention.