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All Journal Economy and Finance Enthusiastic
Sina Nematizadeh
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Economics, Econometrics & Finance

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The Phenomenon of De Gustibus Non Est Disputandum and Experience-Based Marketing Instruments: A Case Study of Visitors to Bivak Terrace Coffee Shop Alvina Rahma Anggraeni; Risha Fatikha Sari; C.J. Lagerkvist; Muhammad Imam Taufiq; Sina Nematizadeh
Economy and Finance Enthusiastic Vol. 3 No. 1 (2025): January-June
Publisher : Tinta Emas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59535/efe.v3i1.332

Abstract

This study explores the impact of experiential marketing and perceived quality on the purchase decisions of processed coffee products at Bivak Terrace coffee shop in South Tangerang. Using a purposive sampling method, data were collected from 43 respondents and analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS). The results indicate that experiential marketing significantly influences purchase decisions, whereas perceived quality, despite having a positive impact, does not significantly affect consumer purchase decisions. The findings suggest that experiential elements such as packaging and consumer experience play a more crucial role than product quality alone in influencing purchase decisions. The study recommends enhancing product quality to better satisfy consumers and maintain competitive advantage.
Co-Authors Alvina Rahma Anggraeni C.J. Lagerkvist Risha Fatikha Sari Taufiq, Muhammad Imam