The growth of soft drinks consumption in Indonesia is still very open, there are many carbonated soft drinks industry competing in Indonesia. Coca-Cola Amatil who is a pioneer of carbonated soft drinks in Indonesia has not been able to dominate the carbonated beverage industry with a flcuctuate sales levels over the year, especially in West Java. One way to increase the sales of Coca-Cola is to provide a brand experience to consumers which will affect the consumers in making purchasing decisions. The strategy is called brand experience. Bandung, which has 44% of the total population in West Java or 20,601,492 people is a choice of area in this research because it can represent a region of West Java who is the area with fluctuating market share for Coca-Cola Amatil.
Brand experience can influence consumer decisions which are measured from Sensory experience, Affective experience, Intellectual experience, and Behavioral experience. On this basis, the aim of this study was to determine respondents perception of brand experience and the purchase decision process and then the influence of brand experience to the purchase decision process simultaneously and partially in the city of Bandung at 2014. Research method in this study is quantitative type of causal studies, using multiple linear regression analysis with SPSS 16.0. The study sample is 385 people with an error rate of 5%.
The result showed that the the brand experience and purchase decision process have high value, which means the two variables can be seen and felt by consumers of Coca-Cola simultaneously and partialy. Suggestions for further research is to examine other factors who not examined in this study such as aspirational brand and brand attributes. In a subsequent study also suggested to perform the comparison brand experience at every soft drinks in Indonesia with a case study in Indonesia.