THE INFLUENCE OF SENSORY BRANDING ON CONSUMER MOTIVATION TO PURCHASE PRODUCT (A CASE STUDY OF GLOBAL COMMUNICATION TELECOMMUNICATION)

ABSTRACT Sensory branding has emerged as a powerful tool for brands aiming to evoke specific consumer behaviors and drive sales. While the effectiveness of sensory marketing is widely acknowledged in various business contexts, there is a notable lack of research specifically addressing its impact within the telecommunications sector. This study aims to fill this research gap by examining how sensory branding influences consumer motivation to purchase products from Global Communication Telecommunication. We propose a model that elucidates the mechanisms through which sensory branding affects purchasing intentions. In this model, we hypothesize that brand experience and brand equity serve as mediators between sensory stimulation and consumer motivation to purchase. To validate our model empirically, we conducted an online survey involving a convenience sample of 100 customers from Global Communication Telecommunication. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships. The findings of this study indicate that sensory branding positively influences both brand experience and brand equity. These factors, in turn, significantly enhance consumers' motivation to purchase products offered by Global Communication Telecommunication. This research not only contributes to the existing literature on sensory branding by specifically focusing on the telecommunications sector, but also provides valuable managerial implications. By understanding the role of sensory branding in shaping consumer behavior, brands can develop more effective marketing strategies that resonate with customers and ultimately drive sales. Keywords: Marketing Planning, Business Performance, Profitability, Market Share, Customer Satisfaction, Marketing Strategies, Competitive Advantage, Market Research, Resource-Based View. Word count: 229