FACTOR DOMINANT OF THE EXPERIENCE ECONOMY TO STIMULATE CUSTOMER PURCHASING INTENTION: STUDY IN COFFEE BEAN & TEA LEAF WEST BEKASI

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.