The Effect of Sensory Marketing on Roti’O Consumers’ Purchase Decisions at Surabaya City Train
DOI:
https://doi.org/10.22437/jssh.v10i2.58233Keywords:
Sensory Marketing, Marketing, Purchase Decisions, Roti'o , Consumers’ Purchase DecisionsAbstract
Fierce competition in the bread industry has prompted companies to implement sensory-based marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of sensory-based marketing which includes aroma, taste, and visual on purchasing decisions for Roti’O products. The method used in this study was a quantitative approach involving a survey in which questionnaires were distributed to 196 respondents who had previously purchased Roti’O products at the Gubeng Station, Pasarturi Station, and Wonokromo Station outlets in Surabaya. Sampling was conducted using purposive sampling, while data analysis was performed using multiple linear regression analysis with IBM SPSS Statistics 27. The results indicate that, overall, aroma, taste, and visual elements have a significant influence on purchasing decisions. Individually, the aroma and taste variables have a positive and significant influence on purchasing decisions, whereas the visual variable does not have a significant influence on purchasing decisions. The coefficient of determination (R²) value of 0.517 indicates that 51.7% of purchasing decisions can be explained by the aroma, taste, and visual variables, while the remaining 48.3% are influenced by other variables outside the scope of this study. This means that aroma and taste are the main variables influencing consumers’ purchasing decisions regarding Roti’O products, while visual has not yet become a major factor in driving purchasing decisions.
References
Afif, M. H. & Sriyanto, D. 2023. Pengaruh display produk terhadap keputusan pembelian: (studi pada aroma bakery and cake shop karya jaya). Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital, 1(4): 580-589.
Al Khazraje, M. E., Raad Saleh, M. & Khaleel Ibrahem, N. 2025. The customer journey in the light of sensory marketing for fast food restaurants. Upravlenets/The Manager, 16(3): 78–91.
Amadea, A. 2024. Mencicipi menu fruity pastry baru roti’o dan butterscotch latte nan creamy!, (https://kumparan.com, accessed February 6, 2026).
Aprilliyan, W. (2020). PENGARUH DESAIN KEMASAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ALMOND CRISPY ORO D’JERO. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 5(1), 9–16. https://doi.org/10.37715/jp.v5i1.1292
Ariska, V. D., Maduwinarti, A. & Nasution, U. C. M. 2022. Pengaruh cita rasa, kualitas pelayanan dan lokasi terhadap keputusan pembelian produk prima bakery di sidoarjo. Seminar Nasional Hasil Skripsi, 1(1): 310–314.
Arzelanissa, Dettara Illavany (2024) Pengaruh Persepsi Harga, Cita Rasa, Desain Visual, Dan Kolaborasi Selebriti Terhadap Keputusan Pembelian Produk Mie Sedaap. Ringkasan Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.
Badan Pusat Statistik Kota Surabaya. Jumlah Penduduk Menurut Kelompok Umur dan Jenis Kelamin (ribu jiwa) di Kota Surabaya, 2025. Accessed May 18, 2026, https://surabayakota.bps.go.id/id/statistics-table/3/WVc0MGEyMXBkVFUxY25KeE9HdDZkbTQzWkVkb1p6MDkjMyMzNTc4/jumlah-penduduk-menurut-kelompok-umur-dan-jenis-kelamin--ribu-jiwa--di-kota-surabaya.html?year=2025
Budiarti, L., Rena F. W., Win N. & Tirto U. 2025. The role of multisensory marketing on customer loyalty of convenience stores. Jurnal Ilmu Manajemen (JIMMU), 10(1): 136–149.
Campusnesia. 2022. Strategi marketing sensory ala roti o, menarik pelanggan dengan indera penciuman, (on-line), (https://www.campusnesia.co.id, accessed February 6, 2026).
Darmawan, D. D., Rivalzi, R., Sandi, S. P. & Hidayaty, D. E. 2023. Perencanaan sistem order dalam pelayanan melalui aplikasi delivery order di roti’o. ETNIK: Jurnal Ekonomi dan Teknik, 2(7): 604-610.
Dilasari, E. M., Yosita, G. & Sanjaya, V. F. 2022. Pengaruh cita rasa dan promosi melalui media sosial terhadap keputusan pembelian konsumen kopi janji jiwa bandar lampung. Revenue: Jurnal Manajemen Bisnis Islam: 25-42.
Febriyanti, T. 2023. 7 rekomendasi menu roti’o yang cocok jadi teman perjalanan, (on-line), (https://www.idntimes.com, accessed February 2026).
Firda, Y. 2025. Pengaruh approach behavior dan experiental marketing terhadap purchase decisions roti’o dengan olfactory sebagai variabel moderasi dalam persfektif bisnis islam. Diploma thesis. Bandar Lampung: UIN Raden Intan Lampung.
Fitria, R. 2025. 5 fakta roti'o, gerai roti kopi viral yang punya lebih dari 800 cabang, (on-line), (https://food.detik.com, accessed February 6, 2026).
Ghozali, I. 2021. Aplikasi analisis multivariate dengan program ibm spss 26 edisi 10. Semarang: Badan Penerbit Universitas Diponegoro.
Handoko, E. M. & Pranata, S. 2024. Pengaruh sensory marketing: aroma dan visual terhadap keputusan. JIMAT: Jurnal Ilmiah Manajemen.
Hariningsih, E., Setiawan, R. N. B., Munarsih, E. & Rahman, M. T. 2022. Perbedaan gender dalam persepsi harga, promosi, dan online review produk pakaian erigo terhadap niat pembelian online. Valid: Jurnal Ilmiah, 20(1): 11-21.
Hartinah, Y., Maulana, L. H. & Sudarijati. 2023. Pengaruh promosi, harga dan inovasi produk terhadap keputusan pembelian umkm nagief toys kampung boneka bogor. Karimah Tauhid, 2(2): 571-584.
Hasan, S. W., Nur, Y., & Bahasoan, S. (2023). Pengaruh cita rasa dan kualitas produk terhadap keputusan pembelian pada Roti Bakar Yappay di Sungguminasa. Nobel Management Review, 4(1), 131–141.
Hasan, M. M. 2021. Pengaruh citra merek dan kesadaran merek terhadap keputusan pembelian sepatu nike di wilayah gunung anyar surabaya. Undergraduate thesis. Surabaya: UPN "Veteran" Jawa Timur.
Hassa, R. S. 2023. Analysis of the effect of product display on purchase decisions in micro, small and medium enterprises donat madu in bandung, indonesia. International Journal Administration, Business & Organization, 4(1): 1-11.
Hiroaki, I. 2023. Sensory marketing. Quarterly Journal of Marketing, 42(3): 3-5.
Huda, M. 2009. Menyiasati krisis listrik musim kering. Jawa Pos, hlm. 5.
Jawa Pos. 2010. Wanita kelas bawah lebih mandiri. hlm. 3.
Kotler, P., Armstrong, G. & Balasubramanian, S. 2024. Principles of marketing nineteenth edition. Pearson Education Limited.
Kotler, P., Keller, K. L., Chernev, A., Sheth, J. N. & Shainesh, G. 2022. Marketing management sixteenth edition. Pearson.
Lukitasari, L. 2021. Analisis strategi pemasaran melalui media sosial instagram dalam meningkatkan penjualan pada online shop “queenstreet”. Undergraduate thesis. Surabaya: UPN "Veteran" Jawa Timur.
Marta. 2025. Pertumbuhan pasar roti dan kue di indonesia hingga 2026, (on-line), (https://bahteraadijaya.com, accessed February 6, 2026).
Maulana, R. P. N. 2022. Pengaruh promosi dan impulse buying terhadap keputusan pembelian pada bunga swalayan sampang. Undergraduate thesis. Surabaya: UPN "Veteran" Jawa Timur.
Mebiso. 2024. Menelisik cerita di balik pecah kongsi roti o dan roti boy, (on-line), (https://mebiso.com, accessed February 6, 2026).
Ocha, V. Y. 2022. Pengaruh social media marketing dan sensory marketing terhadap revisit intention dengan customer experience sebagai variabel mediasi pada konsumen coffee shop di kota padang. D3 thesis. Padang: Universitas Andalas.
Oktyandito, Y. W. 2025. Siapa pemilik roti’o? brand roti terkenal asli indonesia, (on-line), (https://www.idntimes.com, accessed February 6, 2026).
Palermo, J., & Simamora, N. S. 2026. KAI Daop 8 Catat Layani 3,09 Juta Penumpang pada Kuartal I/2026. Bisnis.com. Accessed May 20, 2026, https://surabaya.bisnis.com/read/20260415/531/1966638/kai-daop-8-catat-layani-309-juta-penumpang-pada-kuartal-i2026#goog_rewarded
Putra, F. P. 2021. Strategi pemasaran untuk meningkatkan omzet penjualan pada harmony food & coffee kecamatan tanjunganom kabupaten nganjuk. Undergraduate thesis. Surabaya: UPN "Veteran" Jawa Timur.
Rahmadhanimara, R., Purwinarti, T. & S, N. M. W. 2022. Sensory marketing: aroma dan cita rasa terhadap pembentukan persepsi konsumen (studi kasus: gerai roti o di stasiun krl commuter line jakarta selatan). Epigram, 19(2): 162–173.
Ratnaningtyas, E. M., Paays, N. F. & Jumadi. 2023. Analisis perilaku konsumen dan produk terhadap keputusan pembelian salad nyoo daerah istimewa yogyakarta (diy). EBBANK.
Rosana, F. C. & Ariyani, R. 2021. Pesaing roti boy dan roti o ini targetkan buka 60 gerai baru pada 2022, (on-line), (https://www.tempo.co, accessed February 6, 2026).
Start Friday Asia Brand. 2023. Roti boy vs roti o: mirip tapi tak sama?, (on-line), (https://www.startfriday.asia, accessed February 6, 2026).
Sugiyono. 2023. Metode penelitian kuantitatif, kualitatif, dan r&d edisi kedua. Bandung: Alfabeta.
Sukmana, Y. 2024. Roti’o luncurkan menu baru, lengkap dengan promo akhir tahun, (on-line), (https://www.kompas.com, accessed February 6, 2026).
Tamin, A. A. & Kusuma, A. A. 2025. Peran brand experience memediasi pengaruh sensory marketing terhadap repurchase intention. E-Jurnal Manajemen Universitas Udayana.
Yuniar, A. R. & Nirawati, L. 2025. Sensory marketing strategies to enhance elderly customer satisfaction: a study at kunokini café & resto. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3): 9728-973
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Aisyatul Lathifah, Sonja Andarini
This work is licensed under a Creative Commons Attribution 4.0 International License.
