The Effect of Cognitive, Sensory, and Emotional Experiences on Customer Experience from an Islamic Marketing Perspective (Evidence from Customers of Aprilmart Store, West Lampung)

Abstract

This study aims to examine the effects of cognitive experience, sensory experience, and emotional experience on customer experience from an Islamic marketing perspective among customers of Aprilmart Store in West Lampung. This study employed a quantitative approach using a causal associative research design. Primary data were collected through questionnaires distributed to 100 customers of Aprilmart Store in West Lampung selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that cognitive experience does not have a significant effect on customer experience. In contrast, sensory experience and emotional experience have positive and significant effects on customer experience. The coefficient of determination (R²) of 0.758 indicates that the proposed model explains 75.8% of the variance in customer experience, while the remaining 24.2% is explained by other variables outside the research model. These findings suggest that sensory and emotional experiences play a more dominant role than cognitive experience in shaping customers' overall experiences. This study contributes theoretically to the development of customer experience research within the context of Islamic marketing and provides practical implications for retail businesses in enhancing customer experience by optimizing sensory and emotional aspects in accordance with Islamic marketing principles