ANALISIS PENGARUH VARIABEL MARKETING SENSORIK TERHADAP DIMENSI EMOSIONAL YANG MENDORONG KEPUTUSAN PEMBELIAN PELANGGAN ALFAMART DI KOTA PALANGKARAYA, INDONESIA

Berkatni Agustriana Intansari; Ferdinand Ferdinand; Lelo Sintani

doi:10.53625/jcijurnalcakrawalailmiah.v2i2.3888

Authors

Berkatni Agustriana Intansari Program Studi Magister Manajemen, Universitas Palangka Raya
Ferdinand Ferdinand Dosen Fakultas Ekonomi Dan Bisnis Universitas Palangka Raya
Lelo Sintani Dosen Fakultas Ekonomi Dan Bisnis Universitas Palangka Raya

DOI:

https://doi.org/10.53625/jcijurnalcakrawalailmiah.v2i2.3888

Keywords:

Alfamart, Pelanggan, Marketing, Minimarket

Abstract

Keberadaan pasar ritel sembako modern kini telah memanjakan kawasan perkotaan. Situasi ini menguntungkan karena masyarakat akan lebih mudah menentukan gerai mana yang akan dimasuki dikarenakan produk bisa didapatkan langsung oleh pelanggan melalui ritel sembako modern (minimarket). Minimarket sendiri adalah jenis pengecer yang tokonya relatif kecil yang terletak di dekat daerah pemukiman penduduk, jam buka yang panjang selama tujuh hari penuh dan menjual produk kebutuhan pokok dengan omset tinggi dan harga yang sedikit lebih tinggi. Dalam hal ini, ritel menghubungkan sebuah brand kepada pelanggan sebagai last mile, atau rantai terakhir yang menjadi pemberhentian terakhir bagi pelanggan untuk membeli barang. Dengan demikian, ritel sembako moderen merupakan rantai kunci dalam proses distribusi, dimana pengecer bertanggung jawab untuk memengaruhi tindakan pelanggan sampai pada pada titik pembelian. Tujuan Penelitian ini adalah Untuk mengetahui pengaruh Marketing Sensorik terhadap dimensi emosional yang mendorong keputusan pembelian pelanggan di minimarket Alfamart kota Palangkaraya dan Untuk mengetahui pengaruh Cahaya terhadap dimensi emosional yang mendorong keputusan pembelian pelanggan di minimarket Alfamart kota Palangkaraya

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