Entertainment Experience and Purchase Decisions in Coffee Shops: The Non-Significant Moderating Role of Consumer Lifestyle
DOI:
https://doi.org/10.31000/t5mmq743Keywords:
Entertainment Experience, Purchase Decision, Consumer Lifestyle, Moderated Regression Analysis, Coffee ShopAbstract
The development of coffee shops has shifted consumer orientation from merely purchasing products to seeking valuable and memorable experiences. In this context, entertainment experience has become an important strategy for coffee shops to create differentiation and influence consumer behavior. This study aims to examine the effect of Entertainment Experience on Purchase Decision, with Consumer Lifestyle as a moderating variable, at Coffee Shop Sakata in Banjar City. This study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 100 consumers of Coffee Shop Sakata selected using purposive sampling. The data were analyzed using regression analysis and Moderated Regression Analysis (MRA) with a significance level of 5%. The results show that Entertainment Experience has a positive and significant effect on Purchase Decision, with a correlation coefficient of 0.775, a coefficient of determination of 60.1%, and a significance value of 0.001. However, Consumer Lifestyle is not proven to significantly moderate the effect of Entertainment Experience on Purchase Decision, as the interaction effect has a significance value of 0.077, which is greater than 0.05. These findings indicate that entertainment experience can directly encourage purchase decisions, but consumer lifestyle does not significantly strengthen or weaken this relationship. This study contributes to experiential marketing literature by emphasizing the role of entertainment experience as a direct driver of purchase decisions in the coffee shop context. Practically, Coffee Shop Sakata should continue to improve the uniqueness, variety, and quality of its entertainment offerings to create more engaging consumer experiences.
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