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.

Keywords:  vision, olfaction, taste, haptics , sensory branding

Author: Feronika Pesik

Journal Code: jpmanajemengg130075

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