Abstract
This research investigates the impact of multisensory marketing on brand loyalty, focusing on consumer preferences. The objectives are to explore how sensory elements (visual, auditory, olfactory, tactile, and gustatory) influence brand loyalty. Employing a descriptive design and mixed methods approach, data was collected via convenience sampling and a cross-sectional survey. EDA provided initial insights into the data. Multiple Regression analysis, were utilized to determine the relationship between sensory marketing and brand loyalty. Additionally, Machine Learning applications, such as classification and clustering, were employed to uncover patterns and predict consumer behavior. Findings reveal that specific sensory elements significantly enhance brand loyalty, providing actionable insights for marketers to optimize multisensory strategies. This study contributes to understanding the intricate dynamics between sensory experiences and consumer loyalty in the contemporary marketing landscape.
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