PENGARUH DINING ATMOSPHERICS TERHADAP BEHAVIORAL INTENTIONS MELALUI MEDIASI SERVICE QUALITY DAN FOOD QUALITY PADA IMARI JAPANESE RESTAURANT SURABAYA
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Abstract
Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dining atmospherics terhadap behavioral intentions melalui mediasi service quality dan food quality pada Imari Japanese Restaurant Surabaya. Juga untuk mengetahui peran dari variable mediator yaitu service quality dan food quality. Sumber data yang digunakan pada penelitian ini adalah data primer yang artinya diperoleh dari responden melalui penyebaran kuesioner. Responden dalam penelitian ini berjumlah 100 orang, yang pernah berkunjung ke Imari Japanese Restaurant Surabaya dalam 6 bulan terakhir, memiliki pendidikan minimal SMA/SMK/sederajat. Teknik pengambilan sampel adalah non-probability sampling dengan jenis convience sampling. Aras pengukuran yang digunakan adalah aras interval. Penelitian ini diolah dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan aplikasi AMOS 20. Hasil dari penelitian ini menunjukkan bahwa atmospherics memiliki pengaruh positif terhadap service quality dan food quality, service quality dan food quality juga memiliki pengaruh positif terhadap behavioral intentions, dan atmospherics juga berpengaruh positif terhadap behavioral intentions melalui mediasi service quality dan food quality. Peran dari service quality dan food quality adalah partial mediator.
Kata Kunci: Atmospherics, Service Quality, Food Quality, Behavioral Intentions.
Abstract This study aims to know and analyze the influence of dining atmospherics on behavioral intentions from mediation effect of service quality and food quality in Imari Japanese Restaurant Surabaya. Also to determine the role of mediator variables that service quality and food quality. The data source used in this study was primarily obtained from respondents using a set of questionnaires. Respondents in this study ammounted to 100 people who’ve been going to Imari Japanese Restaurant Surabaya in the last 6 months, and have a minimum educations of high school/vocational/equivalent. The sampling technique is a non-probability sampling, specifically the convience sampling. Level measurement used are interval level. This study was processed using Structural Equation Modeling (SEM), helped by AMOS 20 software. The result indicate that the atmospherics has a positive impact on service quality and food quality, service quality and food quality also has a positive influence on behavioral intentions, and atmospherics has a positive influence on behavioral intentions. Atmospherics also a positive influence on behavioral intentions through a mediation service quality and food quality. The role of service quality and food quality is a partial mediator.
Keyword: Atmospherics, Service Quality, Food Quality, Behavioral Intentions
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