Pengaruh Brand Awareness Produk terhadap Daya Ingat Sensorik Konsumen untuk menjadi Brand Loyalty (Studi pada Konsumen Roti’o Bandara Kuala Namu)

Abstract

Airports, as public spaces with high consumer traffic, demand effective and rapid marketing strategies to capture buyers' attention. In this context, Roti O as a snack brand offers a consumption experience based on brand awareness and sensory stimulation. Brand awareness serves as the primary gateway to shaping consumer perceptions, but emotional engagement and sensory memory also play a crucial role in determining consumer loyalty. Therefore, it is essential to understand how brand awareness and sensory experiences interact in influencing brand loyalty, particularly in dynamic locations such as Kualanamu Airport. This study aims to analyze the influence of brand awareness on brand loyalty through consumer sensory memory as a mediating variable among Roti O consumers at Kualanamu Airport, Medan. The primary focus of this research is to examine whether sensory experiences—such as aroma, taste, and visual presentation—strengthen the relationship between brand awareness and consumers’ repeat purchase decisions. The research uses a quantitative approach with non-probability sampling in the form of purposive sampling. Data were collected via an online questionnaire distributed to 100 respondents who had purchased Roti O products at Kualanamu Airport within the last three months. Data analysis was conducted using Structural Equation Modeling (SEM) with the SmartPLS version 4.0 software. Validity and reliability tests, along with path analysis, were employed to examine the direct and indirect relationships among variables. The results reveal that brand awareness has a significant effect on both consumer sensory memory and brand loyalty. Additionally, sensory memory also directly influences brand loyalty. The mediation analysis shows that sensory memory partially mediates the effect of brand awareness on brand loyalty, with the indirect effect being greater than the direct one. These findings highlight the importance of sensory marketing strategies in enhancing the effectiveness of brand awareness to foster long-term consumer loyalty.