ANALISIS PENGARUH QUALITY OF FOOD, QUALITY OF SERVICE, PRICE, PLACE, DAN IMAGE TERHADAP BEHAVIOR INTENTION PADA RESTORAN BONCAFE DI SURABAYA

Abstract

Living beings have many kinds of needs, two of which are clothes and foods. These two needsa re considered as primary needs, and with the progress of this era, various types of food supplies emerge, especially restaurant. Boncafe Steak house restaurant keeps on striving to improve their quality of food, quality of service, price, place, image toward behavioral intention. The purpose of this research is to know and analyze the effect of quality of food and service, price, place, and image towards behavioral intention of boncafe Steak House in Surabaya. This research uses quantitative approach with Structural Equation Model and software Amos 20 as its analysis technique. To gather the data needed, questionaires are distributed to 105 respondents, customers of boncafe Steak House whose age ranges from 18 - >60 years old. The conclusion of the research shows that behavioral intention is affected by quality of food with 0.46 regression coefficient, quality of service with 0.40 regression coefficient, image 0.21, place 0.20, and price 0.26 regression coefficient.