| dc.description.abstract | The Indonesian economy has experienced rapid growth in 2013, with populations emerging from the middle class and affluent consumers. Increasing a busy lifestyle in urban areas is one factor for high consumption. By having a little time to do housework, including cooking, it makes people prefer restaurants or cozy restaurants to enjoy daily activities. Cocari is one of the all you can eat restaurants that has a relatively cheap price compared to restaurants. other all you can eat in the city of Surabaya.
This study aims to determine how the influence of Service Quality, Food Quality and Price on Behavioral Intentions through Customer Satisfaction. The expected benefit of this study is to add to the repertoire of knowledge in the field of management, especially how much influence Customer Satisfaction has on improving Behavioral Intentions which will ultimately increase the actual purchase of Cocari restaurants.
This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was done by distributing questionnaires to 145 respondents with characteristics of male respondents and women aged 18-60 years, knowing Cocari and having eaten at Cocari restaurants in the last 6 months.
The results of processing data using AMOS 20.0 software show four hypotheses proposed in this study. These results can be described as follows, Service Quality variables have a significant effect on Customer Satisfaction with a regression coefficient of 0.318 and C.R. amounting to 2,795; Food Quality variables have a significant effect on Customer Satisfaction with a regression coefficient of 0.244 and C.R. amounting to 2,092; Price variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.503 and C.R. amounting to 5,388; Customer Satisfaction variable has a significant effect on Behavioral Intentions with a regression coefficient of 0.971 and C.R. amounting to 10,766 | en_US |
