Sensory marketing is one of the marketing method that are used by many managers to attract customers. One of the element of sensory marketing is to use music as background in stores to create ambiance. Construal level theory explained that if there are elements that are congruent each other, the condition could enhance the ambience in certain way and thus affecting the customers. One of this idea is to combine music frequency and color to create a congruent ambience where manager could manipulate the customers into spending more in the stores. This research is aimed to find the effect of the music and color to the perceived distance, mood, customer brand identification and willingness to pay in the customer perception. Manipulation of the condition is set two by two with high and low involvement in music frequency and color. For music frequency, Canon music is used with high and low frequency, while for color the selection of brand in color and black and white are used. This research collecting data using Amazon Mechanical Turk and collected 495 valid participants. The data is analyzes using AMOS SEM to find out the hypotheses relationship in the research model. Out of nine hypotheses proposed, seven are significant and two are insignificant. This research also will contribute to psychological and marketing literature by providing more insight to the construal level theory. Managers could also benefit from this research by using the manipulation to influence the perception in the customers thus increasing spending that made by customers.

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