DOMINANT FACTORS OF THE EXPERIENCE ECONOMY TO STIMULATE CUSTOMER PURCHASING INTENTION: STUDY IN STARBUCKS NORTH CIKARANG

Abstract

There are four stages of economic offering progression namely, commodities, goods, service, and experience. In today’s economy, goods and services are no longer enough. The undoubted desire of the customer to attaining a memorable and satisfactory experience urges businesses to design and stage its experience offerings for their customers. This study aims to identify the dominant factors of the experience economy to stimulate customer purchase intention. The study is conducted at Starbucks coffee, North Cikarang, Indonesia. A 30 – statement questionnaire was distributed to the total of 100 respondents that were selected using a non-probability sampling, which is the purposive sampling. The Experience Economy theory form Pine and Gimore (1998) that comprises four realms of experience which are, Education, Entertainment, Escapism, and Esthetics, is utilized in this research to measure the customer experience in a coffee shop setting. The statistical analysis was done using the Statistical Package for Social Science (SPSS) Version 20.0 and employed the factor analysis method that resulted four dominant factors of customer experience that stimulate their purchase intention in a coffee shop namely, Escasthetics, Informal education, Third-place, and Themed music.