Consumer Purchase Decisions in the Coffee Industry: An Integrated Model of Digital Interactions (AISAS) and Sensory Experience (AIDA) in Emerging Markets

Soto-Santos R.S.; Zamudio M.K.T.; Cancharí-Preciado M.A. · International Review of Management and Marketing (2026) · DOI: 10.32479/irmm.23271

Resumen

This study examines how digital marketing and sensory marketing predict consumer purchase decisions in coffee shops in Peru (emerging market context). Building on an integrated framework combining AISAS, AIDA, and the Engel–Blackwell–Miniard decision model, we collected cross-sectional survey data from 150 consumers. Using ordinal logistic regression, results show that digital marketing and sensory marketing significantly improve model fit and jointly explain a substantial proportion of variance in purchase decisions (Nagelkerke R2 = 0.63; χ2 = 106.732, P < 0.001). Descriptively, perceived digital marketing was predominantly high (62.7%), with stronger AISAS stages in Interest, Search, and Action, while sensory marketing showed higher perceptions overall (73.3%), particularly in Attention. Findings suggest that digital touchpoints shape pre-visit information search and intention formation, whereas in-store sensory cues reinforce desire and action at the point of experience. The study contributes evidence from an underexplored SME service context and offers actionable guidance for coffee shop managers to allocate hybrid “phygital” marketing resources to support competitiveness and business resilience (SDG 8).

Instituciones: Universidad César Vallejo