SENSORY MARKETING AND EXPERIENTIAL VALUE: DRIVERS OF CUSTOMER SATISFACTION AND REVISIT INTENTION IN SLOW FOOD RESTAURANT

Abstract

In response to the growing demand for sustainable and culturally rooted dining experiences, this study explores the role of sensory marketing and experiential value in enhancing customer satisfaction and revisit intention within the context of a slow food restaurant. Utilizing Kaum Jakarta as a case study, the study employs the Stimulus-Organism-Response (S-O-R) model to analyse the connections between sensory perception, emotional and functional experiential value, customer satisfaction, and the likelihood of revisiting. A quantitative approach was adopted, involving 300 participants, with data processed through Partial Least Squares–Structural Equation Modelling (PLS-SEM). The findings indicate that sensory perception has a substantial effect on both emotional and functional experiential value. These values, in turn, enhance customer satisfaction, which subsequently influences the intention to revisit. The research underscores the significance of multisensory experiences and perceived experiential value in cultivating customer loyalty within the slow food dining sector. The results offer valuable insights for the development of marketing strategies in sustainable culinary enterprises, especially in culturally vibrant settings such as Indonesia.