Integration Of Artificial Intelligence In Sensory Marketing And Its Influence On The Emotions Of Generation Z Consumers In Coffee Cafes

Eduvest – Journal of Universal Studies Volume 4 Number 11, November, 2024 p- ISSN 2775-3735- e-ISSN 2775-3727 INTEGRATION OF ARTIFICIAL INTELLIGENCE IN SENSORY MARKETING AND ITS INFLUENCE ON THE EMOTIONS OF GENERATION Z CONSUMERS IN COFFEE CAFES Totok Haryanto1, Meydy Fauziridwan2, Lahan Adi Purwanto3 Universitas Muhammadiyah Purwokerto, Indonesia123 Email: [email protected], , .id3 ABSTRACT This study aims to measure the influence of artificial intelligence (AI)-based sensory marketing on PAD emotions (Pleasure, Arousal, Dominance) and consumer behavioral intention in the context of cafes. The study used an experimental method by dividing respondents into two groups: one group received AI-based sensory marketing interventions, while the other group experienced conventional sensory marketing without AI. Data was collected using a questionnaire that measured PAD emotions and behavioral intentions after interaction with the café environment. Statistical analyses were conducted using the Independent Sample t-test, ANOVA, Cohen's d, and Moderation Analysis to evaluate significant differences between the two groups and to understand the moderation effect of brand experience on outcomes. The results showed that AI intervention did not have a significant effect on consumer emotions or behavioral intention, with a p-value of >0.05 for all variables measured. The effect measure (Cohen's d) also indicated that the differences between the groups were very small and practically insignificant. Additionally, brand experience was not found to be a moderator that reinforces the relationship between AI interventions and emotional or behavioral variables. KEYWORDS artificial intelligence, sensory marketing, PAD emotions, behavioral intent, brand experience This work is licensed under a Creative Commons AttributionShareAlike 4.0 International INTRODUCTION Sensory marketing is a marketing strategy that integrates the five senses: sight, sound, smell, touch, and taste to deeply influence the consumer experience. By utilizing these sensory stimuli, marketers create an emotional bond between consumers and brands, which can encourage consumers to make purchases as well as increase brand loyalty (Krishna et al., 2014). The implementation of this strategy has grown rapidly with technological advancements, especially with the advent of artificial intelligence (AI) in sensory marketing, which helps to create more How to cite: E-ISSN: Published by: Totok Haryanto, et.al. (2024). Integration Of Artificial Intelligence In Sensory Marketing And Its Influence On The Emotions Of Generation Z Consumers In Coffee Cafes. Journal Eduvest. 4(11): 10970-10979 2775-3727 https://eduvest.greenvest.co.id Eduvest – Journal of Universal Studies Volume 4, Number 11, November, 2024 personalized and contextual sensory experiences (Gajda, 2023; Soliman et al., 2023). Sensory marketing integrated with AI technology allows brands to gain deeper insights into consumers' sensory preferences and emotional responses (Chaffey et al., 2019). With AI, marketers can personalize the customer experience in real-time, improving consumer engagement through deeper interactions (Davenport & Ronanki, 2018). Technologies such as facial recognition and big data processing have allowed brands to analyze consumers' facial expressions and identify emotions resulting from sensory stimuli, which are then used to modify marketing approaches (Fernando & Mulyono, 2023). However, while the adoption of AI in sensory marketing offers great potential, there are significant challenges that need to be addressed. One of the main challenges is understanding the cultural contexts and preferences of different individuals in responding to sensory stimuli. Cultural variations and demographic differences can affect how consumers react to the sensory elements presented by AI (Kim et al., 2014; Rana et al., 2022). In addition, more in-depth research is needed to understand the long-term impact of AI integration in sensory marketing on consumer behavior. The importance of this research is in the context of the rapid development of sensory marketing integrated with artificial intelligence (AI), especially in influencing the behavior of Generation Z consumers (Ransbotham et al., 2017). Therefore, understanding how AI can enhance sensory experiences and influence consumer behavioral intent is essential for marketers looking to capitalize on the potential of this market (Das & Varshneya, 2017). In the context of increasingly fierce competition in the retail and service industry, sensory marketing plays an important role in creating brand differentiation (Wirtz, 2012). The study will provide a deeper understanding of how brands can use AI to create more personalized, immersive and emotional consumer experiences. Previous research has shown that experiences involving the five senses are able to create a longer impression on consumers, which in turn influences loyalty and intention to recommend the brand (Brakus et al., 2009). This study is also relevant because it explores the variables of PAD emotions (pleasure, arousal, dominance) as important mediators in connecting sensory experiences with consumer behavior. Some studies has previously shown that PAD emotions play an important role in influencing purchasing decisions (Hultén, 2011). However, research specifically exploring the role of AI in managing sensory stimuli to influence emotional PAD is still limited, so this research has the potential to fill this gap. The novelty of this study lies in several important aspects that distinguish it from previous studies, namely the integration of AI in sensory marketing. Although many studies have addressed sensory marketing, few have explored the impact of integrating AI in designing and managing sensory experiences. This research offers a new perspective by looking at how AI can modify sensory stimuli based on realtime emotional responses from consumers, resulting in more personalized and effective experiences (DWI, 2019). This opens up new spaces for marketers to better understand the dynamics between AI, sensory experiences, and consumer behavior. Furthermore, brand experience as a moderator, which in this study is also unique because it adds brand experience as a moderation variable between PAD 10971 http://eduvest.greenvest.co.id Totok Haryanto, Meydy Fauziridwan, Lahan Adi Purwanto emotions and behavioral intentions. While many studies have shown a direct link between PAD emotions and behavioral intentions, this study has contributed further by showing how brand experience can reinforce or moderate that relationship (Brakus et al., 2009). This is important because a good brand experience can increase pleasure and arousal levels, which ultimately affects consumers' intention to buy or recommend products. This research also focuses on generation Z as the subject of the study also provides added value in this research. Generation Z is known to be m (...truncated)