THE IMPACT OF CUSTOMER EXPERIENCE TOWARDS PURCHASE INTENTION IN PONDOK LEZAT RESTAURANT

Abstract

Purpose: Identify relationships between various dimensions of customer experience, which can significantly influence consumer purchase intentions in Pondok Lezat Restaurant is the purpose of this paper. Design/Methodology/Approach: This study used quantitative method that applied multiple regression as a method. The primary data was collected from 266 respondents who filled questionnaires that consist of 29 measurement items. For the demographic profile of gender, ages, and education background. Respondents are coming from people who have visited Pondok Lezat Restaurant in range of ages 15-55 years old. The data were tested its validity, reliability, which resulted to be valid and reliable. Findings: This study found that sensory experience, emotional experience, social experience and physical experience have positive influence towards purchase intention. However, cognitive experience has negative influence towards customer’s purchase intention. Originality/Value: This research used the previous study with independent variable sensory experience, emotional experience, social experience, cognitive experience, physical experience and for dependent variable purchase intention. The result from this research, sensory experience, emotional experience, social experience, physical experience have positive influences but for cognitive experience has negative influence. This research is believed to be the first conducted with different location which is Pondok Lezat Restaurant in Bekasi.