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

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.