PENGARUH BRAND AWARENESS PRODUK TERHADAP DAYA INGAT SENSORIK KONSUMEN UNTUK MENJADI BRAND LOYALTY
DOI:
https://doi.org/10.23969/jp.v10i03.33921Keywords:
Brand Awareness, Sensory Memory, Brand Loyalty, Roti O, SEM-PLSAbstract
Airports are dynamic public spaces with high consumer traffic, requiring efficient and targeted marketing strategies. This study aims to examine the influence of brand awareness on brand loyalty, with consumer sensory memory serving as a mediating variable, focusing on Roti O consumers at Kualanamu Airport. A quantitative approach was employed through the distribution of online questionnaires to 100 respondents. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS 4.0. The findings reveal that brand awareness significantly influences both sensory memory and brand loyalty. Moreover, sensory memory partially mediates the relationship between brand awareness and brand loyalty. This study highlights the importance of sensory marketing strategies in building long-term consumer loyalty in high-traffic public environments such as airports.
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