e-Journal Ekonomi Bisnis dan Akuntansi
Vol 4 No 1 (2017): e-JEBA Volume 4 Nomor 1 Tahun 2017

Pengaruh Elemen Sensory Branding Terhadap Perilaku Pengambilan Keputusan Konsumen Dalam Membeli Aqua Dengan Pendekatan Neuromarketing Di Kabupaten Jember

Dimas Khurniawan (Jurusan Manajemen, Fakultas Ekonomi, Universitas Jember (UNEJ) Jln. Kalimantan 37, Jember 68121)
Mohammad Dimyati (Jurusan Manajemen, Fakultas Ekonomi, Universitas Jember (UNEJ) Jln. Kalimantan 37, Jember 68121)
Deasy Wulandari (Jurusan Manajemen, Fakultas Ekonomi, Universitas Jember (UNEJ) Jln. Kalimantan 37, Jember 68121)

Article Info

Publish Date
15 May 2017

Abstract

The purpose of this study acclaims the important of Auditory, Visual and Tactile in affecting consumer’s decision makingbehavior of buying, it is also to figure out it’s impact in Aqua. Thus, it is important to study “The Impact Of SensoryBranding’s Elements On Consumer’s Decision Making Behavior Of Buying Aqua With Neuromarketing Approach InJember”. The population in this study are Aqua’s consumers in Jember. Sampling is taken using purposive sampling methodfrom 100 respondents. Instrument analysis in this study is performed using Structural Equation Model (SEM) withconfirmatory approach. The result shows that: 1) auditory significantly affects consumer’s decision making behavior of buyingAqua in Jember, 2) visual significantly affects consumer’s decision making behavior of buying Aqua in Jember, and 3) tactilesignificantly affects consumer’s decision making behavior of buying Aqua in Jember.

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Journal Info
e-Journal Ekonomi Bisnis dan Akuntansi
Website

Abbrev

e-JEBAUJ

Publisher

Universitas Jember

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

e-Journal Ekonomi Bisnis dan Akuntansi is a biannual peer-reviewed open access academic journal which is dedicated to publishing high-quality scholarly works on all disciplines of economics, business and accounting studies. The objective of the Journal is to provide a leading forum for the ...