Pengaruh Sensory Perception terhadap Keputusan Pembelian: Peran Mediasi Brand Experience pada Produk Skincare Kucing di Indonesia

Authors

  • Dian Sari Institut Teknologi dan Bisnis Asia Malang
  • Widi Ruspitasari Institut Teknologi dan Bisnis Asia Malang
  • Theresia Pradiani Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.32815/jubis.v7i1.3078

Keywords:

Persepsi sensorik, Pengalaman merek, Keputusan pembelian, Skincare kucing, Industri perawatan hewan

Abstract

Pasca pandemi COVID-19, ikatan emosional terhadap hewan peliharaan semakin menguat, mendorong peningkatan kepemilikan kucing di Indonesia. Sejalan dengan tren pet humanization, permintaan terhadap produk grooming seperti skincare untuk kucing turut meningkat. Persaingan merek pun bergeser pada upaya menciptakan pengalaman sensorik yang mampu dirasakan konsumen sebelum pembelian di platform digital. Penelitian ini mengeksplorasi pengaruh sensory perception terhadap keputusan pembelian, dengan brand experience sebagai variabel mediasi. Menggunakan pendekatan kuantitatif, penelitian melibatkan 222 pemilik kucing yang membeli produk skincare kucing secara online. Analisis dilakukan menggunakan PLS-SEM dengan SmartPLS 4. Hasil menunjukkan bahwa sensory perception meliputi elemen visual, aroma, dan tekstur berpengaruh positif terhadap brand experience, yang juga memengaruhi keputusan pembelian. Namun, brand experience belum terbukti signifikan sebagai mediator. Dalam konteks pembelian online, elemen visual dan deskripsi produk menjadi aspek sensorik utama yang membentuk respons konsumen.

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Published

2026-04-20

How to Cite

Sari, D., Ruspitasari, W., & Pradiani, T. (2026). Pengaruh Sensory Perception terhadap Keputusan Pembelian: Peran Mediasi Brand Experience pada Produk Skincare Kucing di Indonesia. Jurnal Ekonomi Manajemen Dan Bisnis, 7(1), 94–111. https://doi.org/10.32815/jubis.v7i1.3078

Issue

Vol. 7 No. 1 (2026): JURNAL EKONOMI MANAJEMEN DAN BISNIS

Section

Articles

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Copyright (c) 2026 Dian Yulia Sari, Widi Dewi Ruspitasari, Theresia Pradiani

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