In this research, the
researcher used the questionnaire that was composed by five sections. The first
one is two filtering questions to filter the respondent. The second section is
Variable Education, this section refers to analyze how much respondents are
actively engaged in the experience in an effort to increase their knowledge. The
third one is Variables Entertainment, this section refers to analyse how much
the respondents are passively engaged in the entertainment experience, such as
music, wi-fi facility, and coffee talk session by means of absorbing them. The
fourth section is questionnaire statements of Variable Escapism, this refers to
analyse active participation of respondents to engaged in the experience of
being there (at the coffee shop) which is more immersive than the entertainment
experience. The fifth and the last section of the questionnaire is Variable Esthetics,
this refers to analyse how the customer is fully immersed in the experience but
cannot have an effect upon it. For example, staring at a famous work of art or
landscape, sitting in coffee shop reading. Essentially getting lost in the
This research uses Likert Scale as a tool to measure the degree of
agreement from the respondents. According to Sekaran and Bougie (2010), the
Likert Scale is designed to test the degree of agreements of respondents with a
statement on a five-point scale:
Table 3.1 Likert Scale Questionnaire Examples
Source: Sekaran & Bougie, 2010
1 = Strongly
Disagree 3 = Neutral 5 = Strongly Agree
2 = Disagree 4 = Agree
Each of these five responses would be represented with
numbers from 1 to 5 for the measurement of the agreement. Likert Scale has an
advantage that it can not be directly answered by the respondent with a yes or
no answer, but it is expecting answers with the degrees of opinion, or perhaps
no opinion at all. Thus, quantitative data is gathered which means that the
data can be analysed with relative ease.
After collecting the data through the questionnaire, the
researcher will tabulate the responses from the sample respondents using
Microsoft Excel 2010. The researcher believes that the responses of respondents
are ordinal data. Hence, data transformation is conducted to transform the data
from ordinal to interval data using the Successive Interval Method. Finally,
the statistical process will be done by using the SPSS version 20.0.
3.6 Population & Sampling Design
Sekaran and Bougie (2013) defines Population as the whole
group of people, events, or things of interest that the researcher wants to
investigate. It is the group of people, events, or related things to which the
researcher wishes to make inferences.
The target population is the part of the total population (universe) to which
the study is aimed (Churchill et al., 2010).
The population of this
research is the people who ever purchase a product at Gramedia Lembuswana Samarinda
its facilities before purchasing since they are closer to the researcher while
doing this research and fit in with the criteria of the right population.
Sample is a subset of the
population (Sekaran & Bougie, 2010). A sample of this research will be used
to investigate the research problems. Sample, as the subset of the population,
should be taken because in many cases it is impossible to conduct the research
with all members of the population, therefore, we formed a representative
population that is called sample. Based on population above, the researcher
took a non-probability sampling, which is purposive sampling technique, where
the sample is the people who ever buy Starbucks North Cikarang with
considering its facilities before purchasing the product.
The normal distribution
is used to help measure the accuracy of many statistics, including the sample
mean, using a significant result called Central Limit Theorem. This theorem
gives the ability to measure how much the means of various samples will vary,
without having to take any other sample means to compare it with.
The Central Limit Theorem
(CLT for short) basically says that for non-normal data, the distribution of
the sample mean has an approximate normal distribution, no matter what
distribution of the original data looks like, as long as the sample size is
large enough, usually n => 30, and all samples have the same size (Rumsey,
total respondent in this research is 100 persons who ever buy Starbucks North
Cikarang Product with considering facilities before purchasing the product. The
questionnaires uses Bahasa Indonesia for the reason that the respondents are
Indonesian. In distributing the questionnaire, non-probability sampling, which
is purposive sampling technique is deployed. The researcher will select the
respondents who match the criteria of the present study.
Based on the theory of 4 realms of
Experience (4 E’s), researcher chooses four variables that might represent the
characteristics of the sample. Each variable will be represented by eight
questions to measure the dominant factor of the experience economy.
3.7 Research Instrument
Research Instrument is the tool that is
utilized in order to come up with the answer of the research questions of this
study, which also used to gather, examine, investigate an issue or collecting,
process, analyze and present the data in a systematic and objective to solve
the problem or to test a hypothesis. The researcher intends to collect relevant
information as many as possible from a variety of sources.