Aulia Rachma Tartiana, . (2026) PENGALAMAN SENSORIK CUSTOMER PARFUM HMNS DALAM PEMBELIAN SECARA ONLINE DI SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Perfume is a product that strongly relies on sensory experience, particularly the sense of smell, in shaping consumers’ perceptions and preferences. However, in online purchasing through e-commerce platforms such as Shopee, consumers are unable to experience the product directly through their senses. This condition poses a challenge for perfume brands, including the local brand HMNS, which must convey product experiences indirectly through digital communication. This study aims to understand customers’ experiences in purchasing HMNS perfume online on Shopee by examining the role of the five elements of sensory marketing which is sight, smell, sound, touch, and taste—in shaping consumer perceptions and purchase decisions. This research employs a qualitative approach using a phenomenological method. Data were collected through in-depth interviews with HMNS consumers who had purchased perfumes online via Shopee, as well as observations of HMNS digital content on e-commerce platforms and social media. The findings indicate that although the sense of smell cannot be directly presented, HMNS is able to simulate sensory experiences through the effective use of sight in product visuals and consistent color tones, sound through audiovisual narratives and emotional storytelling, touch through descriptive representations of packaging texture and usage impressions, and taste through metaphorical associations with certain moods and emotions. These strategies help consumers construct an imagination of the fragrance, reduce uncertainty in online purchases, and enhance trust and comfort during the transaction process. This study concludes that the integrated application of sensory marketing and nonverbal communication plays a significant role in creating meaningful customer experiences in online perfume purchases on Shopee.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411218] [Pembimbing: Kusumajanti] [Penguji 1: Ratu Nadya Wahyuningratna] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | consumer experience, HMNS, perfume, sensory marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | AULIA RACHMA TARTIANA |
| Date Deposited: | 25 Mar 2026 10:39 |
| Last Modified: | 25 Mar 2026 10:39 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42642 |
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