ANALISIS PENGARUH INTERACTION WITH OTHER CUSTOMER, CHEF’S IMAGE, SERVICE QUALITY, ATMOSPHERICS DAN FOOD QUALITY TERHADAP LOYALTY MELALUI POSITIVE EMOTION PADA PELANGGAN RESTORAN PIPE AND BARREL RECHARGED SURABAYA
Abstract
The growth of the culinary business today is continuously increasing.
According to Tjahyono Haryono as Chairman of the Association of Indonesian Cafe
and Restaurant Entrepreneurs (Apkrindo) Java, culinary business growth in 2017 in
East Java, especially in Surabaya, will be at 20%. The producers are now competing
to create restaurants with comfortable places, affordable prices, varied drinks and
food menus and strategic locations to reach target consumers. The results of The
Nielsen Regional Retail Highlights research showed that the crowd among young
people visiting restaurants like that because it is considered appropriate to the
lifestyle of Indonesian people today.
This research is aimed at analyzing the influence of Interaction with other
customers, Chef’s image, Service Quality, Atmospherics and Food Quality, to the
Loyalty through Positive Emotion for Pipe and Barrel Recharged’s customers.
Using a quantitative approach with Structural Equation Modeling (SEM) and
AMOS 22.0 software. The questionnaire was distributed to 110 respondents as a
sample in which the respondent’s characteristics consisted of men and women in
the age range 18-60 years old, consumers domiciled in Surabaya, made a purchase
at Pipe and Barrel Recharged in the last six months.
The result of the research shows that Interaction with other customer
variable has a significant effect to Positive Emotion on Pipe and Barrel Recharged’s
customers with regression coefficient .161, Chef’s image has a significant effect to
Positive Emotion on Pipe and Barrel Recharged’s customers with regression
coefficient .226, Service Quality has a significant effect to Positive Emotion on Pipe
and Barrel Recharged’s customers with regression coefficient .384, Atmospherics
has a significant effect to Positive Emotion on Pipe and Barrel Recharged’s
customers with regression coefficient .409, Food Quality has a significant effect to
Positive Emotion on Pipe and Barrel Recharged’s customers with regression
coefficient .465, Positive Emotion has a significant effect to Loyalty on Pipe and
Barrel Recharged’s customers with regression coefficient .717