PENGARUH FOOD QUALITY, SERVICE QUALITY, AMBIANCE DAN PERCEIVED VALUE TERHADAP REPURCHASE INTENTION PELANGGAN SOTO AYAM LAMONGAN CAK HAR DI SURABAYA

Abstract

Most people prefer to buy food outside without the hassle of cooking themselves because the time itself is limited. In addition, eating outside as in restaurants, cafes or other eating places is considered to be a medium to be gathered with relatives in the middle of solidity routine. Coupled with the busy busyness and high mobility will make people tend to be susceptible to saturation, so need a place to release the fatigue after a day of activity (Truth and Yahya, 2016). Therefore, eating out as in the restaurant to be one alternative to the right choice to meet the needs of food and social society. A place to eat named "Soto Ayam Lamongan CAK HAR" was originally housed in the canteen Office of Industry and Commerce Surabaya until now developed from a small cart into a family restaurant that has three branches of the place that is on Jl. Arief Rachman Hakim, Jl. Dr. Ir. H. Soekarno. This rapid development is inseparable from the loyalty of consumers who are always willing to re-eat the chicken soup products. With this rapid development, the researcher is interested to deeper in relation to the marketing mix that has been applied to Soto Ayam Lamongan CAK HAR. Therefore, research will be conducted to see the effect of food quality, Service Quality, Ambiance and Value on Repurchase Intention of Soto Ayam Lamongan CAK HAR in Surabaya. The characteristics of respondents as many as 120 specified are men and women aged 18-60 years in which the age of maturity to make purchases and payments independently, and have a mature mental condition to determine the decision to buy back, make purchases and eating Soto Ayam Cak Har. Of the 120 respondents, most of the customers of Soto Cak Har restaurant in Surabaya were 53.3% or 84 respondents were 18-35 years old. Based on the research done, the results obtained that the four proposed hypotheses are accepted with the support of lamda loading the largest indicated by the influence of ambience to repurchase intention of 0.447. The next largest lamda loading value is the influence of food quality on repurchase intention of 0.352. Next is the influence of the variable perceived value of 0.292 and the last is the service quality variable that is equal to 0.207.