Abstract

The purpose of this study acclaims the important of Auditory, Visual and Tactile in affecting consumer’s decision making behavior of buying, it is also to figure out it’s impact in Aqua. Thus, it is important to study “The Impact Of Sensory Branding’s Elements On Consumer’s Decision Making Behavior Of Buying Aqua With Neuromarketing Approach In Jemberâ€. The population in this study are Aqua’s consumers in Jember. Sampling is taken using purposive sampling method from 100 respondents. Instrument analysis in this study is performed using Structural Equation Model (SEM) with confirmatory approach. The result shows that: 1) auditory significantly affects consumer’s decision making behavior of buying

Aqua in Jember, 2) visual significantly affects consumer’s decision making behavior of buying Aqua in Jember, and 3) tactile significantly affects consumer’s decision making behavior of buying Aqua in Jember.

Keywords: Sensory Branding, Neuromarketing, Consumer Behaviour, Decision Making, Aqua