HUBUNGAN ANTARA CUSTOMER EXPERIENCE DAN KONFORMITAS DENGAN KEPUTUSAN PEMBELIAN PRODUK KOPI BENAWA

This study aims to identify the correlation between Customer experience and Conformity on Purchase Decision among Kopi Benawa consumers. The purpose is to analyze the relationship between two psychological factors—customer experience and conformity from the surrounding environment—in shaping consumer decisions to purchase local products. This research utilizes a quantitative approach with an online psychological scale survey. A total of 167 respondents, aged 18–32 years, who have visited Kopi Benawa at least twice, participated in the study. The sampling technique used was accidental sampling. The instruments used consist of three scales: Customer experience, Conformity, and Purchase Decision, all of which have been tested for validity and reliability. The validity test showed a range of correlation coefficients between 0.294 and 0.936. Cronbach’s Alpha results indicate excellent reliability, with scores of 0.991 for Customer experience, 0.937 for Conformity, and 0.988 for Purchase Decision. The results of the multiple linear regression analysis show no significant simultaneous relationship between Customer experience and Conformity toward Purchase Decision, with a significance value of 0.469 (p > 0.05). Therefore, the major hypothesis is rejected.