THE RELATIONSHIP BETWEEN SENSORY MARKETING AND PRODUCT PACKAGING ON PURCHASE DECISION (STUDY ON CAK NDOK PRODUCTS)

Abstract

Background: This study examines how sensory marketing and product packaging influence consumer purchase decisions, providing insights for SMEs like Cak Ndok to enhance competitiveness and sales through effective marketing strategies.

Purpose: This study aims to analyze the influence of sensory marketing and product packaging on purchase decisions. A quantitative approach was employed using a survey method targeting consumers of Cak Ndok products. Data analysis was conducted using the Partial Least Squares (PLS) method.

Design/methodology/approach: This study uses primary data from a Google Form questionnaire distributed to Cak Ndok consumers in 2024, consisting of 12 attribute statements. The data was analyzed using the "10 times rule" method, with 120 respondents based on 12 indicators.

Findings/Result: The results indicate that sensory marketing and product packaging significantly influence purchase decisions. These findings highlight the importance of sensory marketing strategies and packaging design in shaping consumer buying behavior. Additionally, the study provides valuable insights into how sensory elements and packaging can create emotional and practical appeal, enhance customer loyalty, and increase product value in a competitive market.

Conclusion: These findings are particularly relevant for small and medium-sized enterprises (SMEs), offering guidance on how to optimize their marketing strategies by focusing on consumer experience-driven approaches.

Originality/value (State of the art): This study provides empirical evidence that sensory marketing and product packaging significantly influence consumer perception and purchase decisions, reinforcing their role as key strategies for brand differentiation and emotional engagement in competitive markets.