Implications of Sensory Marketing of Indonesian Culinary Fine Dining On Customer Satisfaction
Ayu Nurwitasari (a,b*) , Heny Hendrayati (a)

a) Universitas Pendidikan Indonesia, Indonesia
Jl. Dr. Setiabudhi No. 229 Bandung 40154
b) Politeknik Pariwisata NHI Bandung, Indonesia
Jl. Dr. Setiabudhi No. 186 Bandung 40141
*ayu_nurwitasari[at]upi.edu

Abstract

The research paper discusses the implications of sensory marketing in the presentation of Indonesian culinary fine dining on customer satisfaction. The research concludes that sensory marketing plays a crucial role in enhancing consumer satisfaction in Indonesian fine dining experiences. The use of human senses such as taste, aroma, visual appearance, ambience, and texture can create an enticing and satisfying experience. The research also highlights the importance of the presentation procedure, the selection of quality ingredients, and the use of appropriate processing techniques in creating a satisfying sensation for consumers. The study emphasizes that food presenta-tion that meets consumer can form a positive image of Indonesian culinary fine dining restaurants, leading to high levels of consumer satisfaction and increased chances of consumers returning or rec-ommending restaurants to others. The importance of price matching, service quality, human resource quality, and hygienic and sanitary quality in creating a unique and satisfying dining experience. The re-search method used in this research is quantitative research method. Collecting historical data and observe carefully about certain as-pects closely related to the problem under study so that data will be obtained that support the preparation of the report. The paper con-cludes that sensory marketing plays an important role in increasing consumer satisfaction in Indonesian fine dining experiences. Accu-racy in combining various sensory elements in food presentation can increase consumer satisfaction. The implication of sensory market-ing in serving Indonesian culinary fine dining has great potential to increase customer satisfaction and build a good reputation for the restaurant.

Keywords: Culinary, Customer Satisfaction, Fine Dining, Sensory Marketing

Topic: Marketing Management, Relationship Marketing, Service Marketing