ANALYSIS RELATIONSHIP AMONG VISIONS, OLFACTIONS, TASTE, AND HAPTICS SENSE WITH SENSORY BRANDING FOR POND’S PRODUCT IN TONDANO
ABSTRACT: There is one
interesting fact that can be drawn from the general pattern of personal
purchasing from all women in the world.
Directly or indirectly, each important concept in delivering any product
from cosmetics companies in the
marketplace will be
influenced, especially the
following concept of
Marketing, which is sensory marketing. Thus, this concept is
influenced by visual, olfaction, taste and haptics senses, as seen from the marketing
process for Pond’s
products in the
Tondano City. There
are two important
objectives in this research, which are: 1) To
determine whether these Senses influence
Sensory Branding for Pond’s Products in Tondano, simultaneously and
2) To determine
whether each of
these sense influence
Sensory Branding for Pond’s
Products in Tondano,
partially. Both objectives
will be later
fulfilled by using
Multiple Linear Regressions and
four stated conclusions. This research
is using quantitative methods. Data and
information in this study were obtained from the result of questionnaires and
from books, journals, and relevant literature from library and internet.
The conclusions is, 1)
These four Concepts generally give the significant influence for the dependent variable;
2) Only Vision
Concept, Olfaction Concept
and Haptics Concept
have the significant influence for
the changing of the dependent
variable. There are
two recommendations for
representative management of Pond’s
in Tondano City,
which are: 1)
more concerning about
the importance of
these four Concepts with
the understanding of
Sensory Marketing Concept
of its products
from people in
the Tondano City; and 2)
considering about other important factors that can impact the same Dependent
Variable.
Author: Feronika Pesik
Journal Code: jpmanajemengg130075
