PENGARUH QUALITY OF PHYSICAL ENVIRONMENT, FOOD QUALITY DAN SERVICE QUALITY TERHADAP RESTAURANT IMAGE, CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION DAN BEHAVIORAL INTENTIONS PADA HACHI-HACHI BISTRO DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk melakukan analisis pengaruh kualitas layanan dalam industri restoran (quality of physical environment, food quality dan service quality) terhadap restaurant image, customer perceived value, customer satisfaction dan behavioral intentions pada Hachi-Hachi Bistro di Surabaya. Penelitian ini merupakan penelitian causal study dengan menggunakan pendekatan causal explanation. Penelitian yang dilakukan menggunakan metode kuantitatif dengan membagikan kuesioner secara langsung kepada pelanggan Hachi-Hachi Bistro di Surabaya dengan kriteria minimal 2 kali kunjungan dan makan di restoran tersebut pada bulan Oktober 2015-Maret 2016. Sampel responden yang digunakan dalam penelitian ini sebanyak 200 responden. Metode pengolahan data menggunakan software SPSS untuk melakukan pre test dan Lisrel untuk melakukan uji normalitas, uji confirmatory factor analysis (CFA), model struktural dan respesifikasi model struktural untuk mendapatkan kriteria nilai goodness of fit yang baik. Berdasarkan hasil temuan dalam penelitian ini, ada perbedaan dari penelitian sebelumnya oleh Ryu et al, 2012. Penelitian sebelumnya mengambil obyek penelitian, karakteristik responden, jumlah responden dan waktu penelitian yang berbeda. Dalam penelitian ini, diketahui bahwa quality of physical environment berpengaruh terhadap restaurant image, food quality berpengaruh terhadap restaurant image, service quality berpengaruh terhadap restaurant image, quality of physical environment tidak berpengaruh terhadap customer perceived value, food quality berpengaruh terhadap customer perceived value, service quality berpengaruh terhadap customer perceived value, restaurant image berpengaruh terhadap customer perceived value, restaurant image berpengaruh terhadap customer satisfaction, customer perceived value berpengaruh terhadap customer satisfaction dan customer satisfaction berpengaruh terhadap behavioral intentions sehingga 1 hipotesis penelitian tidak diterima atau tidak berpengaruh (diterima sebagian) pada physical environment quality terhadap customer perceived value.
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