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