Sensory Marketing and Willingness to Pay a Premium Price: Investigating the Mediating Effect of Dining Experience at the Authentic Minang Food Restaurants

Ma'ruf Ma'ruf; Immawan Wahyudi; Sari Surya

Open Conference System of FPP UNP, The 7th International Conference on Culinary, Fashion, Beauty and Tourism (ICCFBT) 2024

Ma'ruf Ma'ruf, Immawan Wahyudi, Sari Surya

Last modified: 2024-10-29

Abstract

Enjoying authentic Minang food at a restaurant provides a dining experience that touches the consumer's sensory elements. However, consumers must spend more than food offerings with the same side dishes at non-Minang restaurants. Based on this phenomenon, this study suspects that Minang food provides a higher touch to human senses and is coupled with a unique dining experience so that consumers are willing to pay a higher price. This study involved 140 Generation Z consumers from three restaurants offering authentic Minang food. The data processing results with partial least squares showed that Sensory Marketing significantly affects the Dining Experience. Then, the Dining Experience significantly affects the Willingness to Pay a Premium Price. However, Sensory Marketing did not significantly affect Willingness to Pay a Premium Price, meaning that even though a sensory response was felt, it did not make them willing to pay a premium price. The Dining Experience variable did not mediate the relationship between Sensory Marketing and Willingness to Pay a Premium Price, meaning that the dining experience did not mediate the connection between the sensory felt and the willingness to pay a premium price. This study shows that Minang food is still recognized as delicious and provides an enjoyable dining experience but is considered expensive, especially by Generation Z.

Keywords

Sensory Marketing, Willingness to pay, Dining Experience, Minang Food

References

Assael H. 2004, Consumers Behavior and Marketing Action, Edisi 3, South Western College Publishing, Cincinatti,OH.

Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597-2609.

Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018- 0023

Food Standards Agency. (2019). The Future Consumer - Food and Generation Z. In BritainThinks (Issue September). https://www.food.gov.uk/sites/default/files/media/document/fsa191102bt-gen-z_rea_full-report_081019-final.pdf

Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.

Gumber, G., & Rana, J. (2017). Factors Influencing Willingness to Pay Price Premium for Organic Food in India. International Journal of Emerging Research in Management and Technology, 6(2), 1–15. https://doi.org/10.23956/ijermt/v6n1/115

Ha, J., Jang, S.S., 2010. Effects of service quality and food quality: the moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management 29 (3), 520–529.

Hair, J.F., Black, W.C., Babin, B.J. and Al, E. (2019). Multivariate data analysis. Andover, Hampshire, United Kingdom: Cengage Learning Emea. Copyright.

Heung, Vincent C.S and Tianming Gu. 2012. Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intention. International Journal of Hospitality Management. 31 (2012) 1167- 1177.

Hulten, Bertil. 2011. Sensory marketing: the multi-sensory brand-experience concept. European Business Review. Vol. 23 No. 3: 256-273

Ioana-Daniela, S., Lee, K.-H., Kim, I., Kang, S. and Hyun, S.S. (2018). Attitude toward luxury cruise, fantasy, and willingness to pay a price premium. Asia Pacific Journal of Tourism Research, 23(4), pp.325–343.

Ishak, F.A.C., Zainun, N.A.A., Karim, M.S., Ungku, Z.A., U. F. and Mohamad, S.F. (2020). The Multifaceted of Themed Restaurant: Exploring the Unique and Vulnerable Elements in Staging Authentic Dining Experience. International Journal of Academic Research in Business and Social Sciences, 10(3).

Jang, H.-W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management.Sustainability,11(22), 6430.

Kim, M., Kim, J.-H., Park, M. and Yoo, J. (2021). The roles of sensory perceptions and mental imagery in consumer decision-making. Journal of Retailing and Consumer Services, 61, p.102517.

Kłopotowska K. y Sylwia. (2017). Sensory Marketing as a new tool of supporting the marketing communication Process in tourism service sector. Scholarly Journal, vol. 367(2), pp. 226-235.

Kotler, P. & Keller, K.L. (2012), Manajemen Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.

Krishna, A. (2012). An integrative review of sensory marketing : Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology.

Lumba, M. G. (2019). Peran Brand Love Terhadap Brand Loyalty dan Willingness To Pay Premium Pada Pembeliaan Iphone di Surabaya. AGORA, 7 (1), 1-7.

Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quickcasual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459–469.

Sekaran, U., & Bougie, R. (2016). Research methods for business: a skill-building approach (7th ed.). Chichester, West Sussex, United Kingdom John Wiley & Sons.