| dc.description.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. | en_US |
