EXAMINING SENSORY MARKETING AND BRAND EXPERIENCE INFLUENCE ON BRAND LOYALTY IN EAST JAVA LUXURY RETAIL
Keywords:
Sensory Marketing, Brand Experience, Emotional Attachment, Brand Loyalty
Abstract
The growth of the luxury goods market in Indonesia has increased the importance of experience-based marketing strategies, particularly through sensory marketing and brand experience. This study aims to analyze the influence of sensory marketing and brand experience on emotional attachment and their implications for brand loyalty among luxury product consumers in East Java. Using a quantitative correlational method with 160 respondents selected through purposive sampling, the data were analyzed using SEM-PLS. The results indicate that both sensory marketing and brand experience have a positive and significant effect on emotional attachment. Emotional attachment also significantly influences brand loyalty. Meanwhile, sensory marketing shows no direct effect on brand loyalty, whereas brand experience demonstrates a significant direct influence. Mediation analysis reveals that emotional attachment fully mediates the relationship between sensory marketing and brand loyalty, and partially mediates the relationship between brand experience and brand loyalty. These findings highlight that multisensory and experiential brand strategies strengthen consumers’ emotional bonds, ultimately enhancing brand loyalty. The study offers practical implications for luxury retailers in East Java to optimize customer experience through multisensory engagement to maintain loyalty in an increasingly competitive market.
References
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Deka, R. E., Nurhajati, N., & Rachma, N. (2020). Pengaruh brand association dan brand awareness terhadap brand loyalty melalui brand trust pada start-up fintech OVO. Jurnal Ilmu Manajemen (JIMMU), 4(1), 96–105. https://doi.org/10.33474/manajemen.v4i1.2702
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Fanandaru, E. M., Kurniawati, Wahyuni, N., & Septiani, Y. (2023). Brand experience, attitude, and loyalty in fashion luxury brand. International Journal of Application on Economics and Business, 1(2), 45–56. https://www.journal.untar.ac.id/index.php/ijaeb/article/view/25620
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Hagtvedt, H., & Brasel, S. A. (2016). Cross-modal communication: Sound frequency influences consumer responses to color lightness. Journal of Marketing Research, 53(4), 551–562. https://doi.org/10.1509/jmr.13.0179
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Hongsuchon, T., Rahardja, U., Khan, A., Wu, T.-H., Hung, C.-W., Chang, R.-H., & Chen, S.-C. (2023). Brand experience on brand attachment: The role of interpersonal interaction, feedback, and advocacy. Emerging Science Journal, 7(4), 358–372. https://doi.org/10.28991/ESJ-2023-07-04-014
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Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
Hultén, B. (2020). Sensory marketing: An introduction. Sage Publications Ltd.
Jhamb, D., Aggarwal, A., Mittal, A., & Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), 909–936. https://doi.org/10.1108/EBR-08-2019-0158
Kilsheimer, E. J., Iyer, R., & Babin, B. (2022). Luxury not for the masses: Measuring inconspicuous luxury motivations. Journal of Business Research, 145, 509–523. https://doi.org/10.1016/j.jbusres.2022.02.018
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0458
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. https://doi.org/10.1016/j.jcps.2011.08.003
Li, W., & Su, C.-S. (2025). Impact of emotional attachment and self-brand connection on repurchase behavior: The mediating role of attitudinal loyalty and behavioral loyalty. Journal of Management World, 2025(3), 76–83. https://doi.org/10.53935/jomw.v2024i4.1046
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2017-0108
LVMH. (2018). Annual report. https://lvmh-com.cdn.prismic.io/lvmh-com/Z5kVBpbqstJ999KR_Financialdocuments-December31%2C2024.pdf
Miharni Tjokrosaputro, I. A. D. (2020). Pengaruh brand satisfaction, brand trust, dan brand experience terhadap brand loyalty Kompas Digital. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1), 60–68. https://doi.org/10.24912/jmbk.v4i1.6801
Mingione, M., Cristofaro, M., & Mondi, D. (2020). “If I give you my emotion, what do I get?” Conceptualizing and measuring the co‐created emotional value of the brand. Journal of Business Research, 109, 310–320. https://doi.org/10.1016/j.jbusres.2019.11.058
Nagoya, R., Bernarto, I., Antonio, F., Pramono, R., Wanasida, A. S., & Purwanto, A. (2021). Exploring intention to enroll university using an extended stimulus-organism-response model. Academy of Strategic Management Journal, 20(3), 1–14.
Novitria, F., & Khoirunnisa, R. N. (2020). Perbedaan kecemasan akademik pada mahasiswa baru jurusan psikologi ditinjau dari jenis kelamin. Jurnal Penelitian Psikologi, 9(1), 11–20.
Pal, D., Srivastava, K., & Gupta, N. (2024). Sensory marketing: The mediating role of hedonic emotions between multisensory experiences and mall patronage intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 80–98.
Pujianto, H., & Marwati, F. S. (2024). Consumer shopping behavior in Indonesia and Thailand: Hedonic and utilitarian shopping values. Jurnal Ekonomi dan Bisnis Airlangga, 34(1), 128–147. https://e-journal.unair.ac.id/JEBA/article/view/56299
Rahman, Z. A., & Susila, I. (2022). The impact of brand experience on brand loyalty mediated by emotional brand attachment. In Advances in Economics, Business and Management Research: Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) (pp. 280–287). Atlantis Press. https://doi.org/10.2991/aebmr.k.220602.037
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Shahid, S., Islam, J. U., Farooqi, R., & Thomas, G. (2021). Affordable luxury consumption: An emerging market's perspective. International Journal of Emerging Markets, 17(5), 1002–1023. https://doi.org/10.1108/IJOEM-01-2021-0144
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Upadhyaya, M. (2017). Emotional connect between brand and consumer through sensory branding. American Journal of Industrial and Business Management, 7(3), 352–359. https://doi.org/10.4236/ajibm.2017.73025
Wardhana, A. (2024). Perilaku konsumen dan pengalaman merek. Jakarta: Mitra Wacana Media.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer–brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790–804. https://doi.org/10.1108/IJRDM-08-2012-0084
Bain & Company. (2018). Luxury goods worldwide market study: Fall–Winter 2017. https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall-winter2017
Barreda, A. A., Khaldoon, N., & Anil, B. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-04-2018-0034
Bidayah, M., & Dwi, Y. R. (2024). Pengaruh brand trust dan brand experience terhadap brand loyalty melalui emotional brand attachment pada La Tulipe Kosmetik. Jurnal Pendidikan Tata Niaga (JPTN), 12(1), 45–58. https://latulipe-id.com/
BPS. (2022). Statistik Indonesia 2022 (Catalog: 1101001). https://www.bps.go.id/publication/2020/04/29/e9011b3155d45d70823c141f/statistikindonesia-2020.html
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Buchory, A., & Saladin, D. (2018). Strategi brand marketing. Bandung: CV Linda Karya.
Budiarti, R., & Wijayanti, E. (2023). The role of multisensory marketing on customer loyalty of convenience stores. Jurnal Ilmiah Manajemen Muhammadiyah, 13(2), 112–123.
Deka, R. E., Nurhajati, N., & Rachma, N. (2020). Pengaruh brand association dan brand awareness terhadap brand loyalty melalui brand trust pada start-up fintech OVO. Jurnal Ilmu Manajemen (JIMMU), 4(1), 96–105. https://doi.org/10.33474/manajemen.v4i1.2702
El Sheikh, S. A., Hisham, K., & Nafez, Z. (2025). The effect of sensory marketing on brand loyalty: The mediating role of customer experience applied to cafes. MSA-Management Sciences Journal, 4(4), 114–130.
Fanandaru, E. M., Kurniawati, Wahyuni, N., & Septiani, Y. (2023). Brand experience, attitude, and loyalty in fashion luxury brand. International Journal of Application on Economics and Business, 1(2), 45–56. https://www.journal.untar.ac.id/index.php/ijaeb/article/view/25620
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R. Springer. https://doi.org/10.1007/978-3-030-80519-7
Hagtvedt, H., & Brasel, S. A. (2016). Cross-modal communication: Sound frequency influences consumer responses to color lightness. Journal of Marketing Research, 53(4), 551–562. https://doi.org/10.1509/jmr.13.0179
Hongdiyanto, C., Indudewi, Y. R., Ongkowijoyo, G., & Yusup, A. K. (2024). Assessing the Influence of Price Perception, Product Quality, and Service Quality on Starbucks Customer Satisfaction in Surabaya. Technoarete Transactions on Economics and Business Systems, 3(2), 1-7
Hongdiyanto, C., Koesmono, T., & Rachmawati, D. (2023). The Influence of Perceived Price, Product Quality and Service Quality towards KFC Consumer Satisfaction in Indonesia. International Journal of Science and Management Studies (IJSMS), 6(6), 21-32.
Hongsuchon, T., Rahardja, U., Khan, A., Wu, T.-H., Hung, C.-W., Chang, R.-H., & Chen, S.-C. (2023). Brand experience on brand attachment: The role of interpersonal interaction, feedback, and advocacy. Emerging Science Journal, 7(4), 358–372. https://doi.org/10.28991/ESJ-2023-07-04-014
Huaman-Ramirez, R., & Merunka, D. (2020). Brand experience effects on brand attachment: The role of brand trust, age, and income. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035
Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
Hultén, B. (2020). Sensory marketing: An introduction. Sage Publications Ltd.
Jhamb, D., Aggarwal, A., Mittal, A., & Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), 909–936. https://doi.org/10.1108/EBR-08-2019-0158
Kilsheimer, E. J., Iyer, R., & Babin, B. (2022). Luxury not for the masses: Measuring inconspicuous luxury motivations. Journal of Business Research, 145, 509–523. https://doi.org/10.1016/j.jbusres.2022.02.018
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0458
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. https://doi.org/10.1016/j.jcps.2011.08.003
Li, W., & Su, C.-S. (2025). Impact of emotional attachment and self-brand connection on repurchase behavior: The mediating role of attitudinal loyalty and behavioral loyalty. Journal of Management World, 2025(3), 76–83. https://doi.org/10.53935/jomw.v2024i4.1046
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2017-0108
LVMH. (2018). Annual report. https://lvmh-com.cdn.prismic.io/lvmh-com/Z5kVBpbqstJ999KR_Financialdocuments-December31%2C2024.pdf
Miharni Tjokrosaputro, I. A. D. (2020). Pengaruh brand satisfaction, brand trust, dan brand experience terhadap brand loyalty Kompas Digital. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1), 60–68. https://doi.org/10.24912/jmbk.v4i1.6801
Mingione, M., Cristofaro, M., & Mondi, D. (2020). “If I give you my emotion, what do I get?” Conceptualizing and measuring the co‐created emotional value of the brand. Journal of Business Research, 109, 310–320. https://doi.org/10.1016/j.jbusres.2019.11.058
Nagoya, R., Bernarto, I., Antonio, F., Pramono, R., Wanasida, A. S., & Purwanto, A. (2021). Exploring intention to enroll university using an extended stimulus-organism-response model. Academy of Strategic Management Journal, 20(3), 1–14.
Novitria, F., & Khoirunnisa, R. N. (2020). Perbedaan kecemasan akademik pada mahasiswa baru jurusan psikologi ditinjau dari jenis kelamin. Jurnal Penelitian Psikologi, 9(1), 11–20.
Pal, D., Srivastava, K., & Gupta, N. (2024). Sensory marketing: The mediating role of hedonic emotions between multisensory experiences and mall patronage intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 80–98.
Pujianto, H., & Marwati, F. S. (2024). Consumer shopping behavior in Indonesia and Thailand: Hedonic and utilitarian shopping values. Jurnal Ekonomi dan Bisnis Airlangga, 34(1), 128–147. https://e-journal.unair.ac.id/JEBA/article/view/56299
Rahman, Z. A., & Susila, I. (2022). The impact of brand experience on brand loyalty mediated by emotional brand attachment. In Advances in Economics, Business and Management Research: Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) (pp. 280–287). Atlantis Press. https://doi.org/10.2991/aebmr.k.220602.037
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Shahid, S., Islam, J. U., Farooqi, R., & Thomas, G. (2021). Affordable luxury consumption: An emerging market's perspective. International Journal of Emerging Markets, 17(5), 1002–1023. https://doi.org/10.1108/IJOEM-01-2021-0144
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Upadhyaya, M. (2017). Emotional connect between brand and consumer through sensory branding. American Journal of Industrial and Business Management, 7(3), 352–359. https://doi.org/10.4236/ajibm.2017.73025
Wardhana, A. (2024). Perilaku konsumen dan pengalaman merek. Jakarta: Mitra Wacana Media.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2026-02-09
How to Cite
Mitzvella, F., & Hongdiyanto, C. (2026). EXAMINING SENSORY MARKETING AND BRAND EXPERIENCE INFLUENCE ON BRAND LOYALTY IN EAST JAVA LUXURY RETAIL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 575-589. https://doi.org/10.31955/mea.v10i1.6825
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Articles
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