THE COMBINATION OF ATTRIBUTES IN ESCAPE ROOM THAT CUSTOMER WOULD TAKE INTEREST INTO

Abstract

Ever since escape room business grew and became a global sensation, the researcher has been trying to find an opportunity in a new growing market to open an escape room business. The aim of this study is to find the best possible combination of attributes from a consumer’s perspective in order to understand more about the market and to be able to meet their demand in running an ideal escape room business. The study consists of three main attributes with three levels each that consisted of price, theme, and location. The research will be supported by a conjoint analysis that will be conducted with SPSS 23, where respondents would rate and decide different combination of attributes to choose their most preferable escape room combinations they desire. From a total of 97 respondents in Surabaya, with an age range of 13-30 who has already experienced escape room, the overall result shows that the majority of consumer would prefer an escape room experience that charges a price of Rp.150,000 – 200,000, uses horror as its game theme, and Pakuwon mall for the most suitable location to open the business.