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 want of the customers to attaining a memorable and satisfactory
experience urges organizations to outline and stage its experience offerings for their
customers. This study aims to distinguish the Factor Dominant Of The Experience
Economy To Stimulates Customer Purchasing Intention. The study is conducted at
COFFEE BEAN & TEA LEAF , West Bekasi , Indonesia. A 32 - statement
questionnaire was distributed to the total of 100 respondents that were chosen using a
non-probability sampling, which is the purposive sampling. The Experience Economy
theory form (Pine & Gilmore, 1998) that comprises four realms of experience which
are, Education, Entertainment, Escapism, and Esthetics, is used in this research to
measure the client experience in a coffee shop setting. The statistical analysis was done
using the Statistical Package for Social Science (SPSS) Version 20.0 and utilized the
factor analysis technique that came about three dominant factors of customers
experience that stimulate their purchase expectation in a coffee shop namely, Esthetics,
Informal education, accesibillity.
