The Influence of Sensory Marketing on Customer Loyalty Among Dunkin' Donuts Customers in Indonesia

This study aims to analyze the effect of marketing on customer loyalty at Dunkin' Donuts in Indonesia. Despite its long presence in the Indonesian market and the implementation of sensory marketing strategies through visual, auditory, olfactory, tactile, and gustatory elements, Dunkin' Donuts has experienced a decline in customer loyalty and faces challenges competing with local brands such as J.Co. This research employs a quantitative approach with a survey method using Likert-scale questionnaires, analyzed through multiple regression techniques. The results indicate that all sensory marketing elements significantly influence customer loyalty, with visual and gustatory elements as dominant factors. The study confirms that a strong sensory experience can create emotional attachment and enhance customer loyalty. These findings provide strategic implications for companies in designing more appealing and memorable brand experiences to maintain market share in the highly competitive food and beverage industry.