The Effects of Customer Experience on Purchase Intention in the Shopping Centers in Jakarta
Anastasia Prisilla (first author); Pepey Riawati Kurnia (second author)
Sekolah Tinggi PPM Manajemen, Jakarta, Indonesia
kurniapepey[at]gmail.com
Abstract
This study examines the factors that influence customer experience and the effect of customer experience on purchase intention. The objects of this research are shopping malls in Jakarta. The background and problems of this study arise from the presence of e-commerce, which disrupts the shopping mall industry as reflected in numerous retail spaces that have been closed in recent years. Verhoef et al. (2009) has revealed a new theory by holistically/ comprehensively examining the customer experience in the retail industry. Yang and He (2011) use the basic theory of Verhoef et al. (2009) in combination with Schmitt (1999), which is then associated with purchase intentions. In view of those theoretical descriptions, the researchers have found a gap that there is no research, especially in Indonesia, which has tested the theory of Verhoef et al. (2009) by simultaneously testing the factors influencing the customer experience as well as examining the relationship between customer experience and purchase intention. Researchers have found that service interface, assortment, price, retail brand, and social environment factors have a significant positive effect on customer experience at shopping malls in Jakarta. The atmosphere factor does not have a significant positive effect on customer experience in shopping malls in Jakarta. It is suspected that there are differences in terms of respondents profile, place, and time of respondent taking when testing the effect of atmosphere factor on the customer experience in a shopping mall. The retail brand is the factor that has the greatest influence on the customer experience in shopping malls in Jakarta. The customer experience factor has also a significant positive effect on the purchase intention in shopping malls in Jakarta.
Keywords: Purchase Intention
Topic: Marketing Management