ANALISIS PENGARUH FOOD QUALITY, SERVICE QUALITY, PHYSICAL ENVIRONMENT QUALITY TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PADA PELANGGAN RUMAH MAKAN BU RUDY DHARMAHUSADA SURABAYA
Abstract
The development of the food industry is increasing in Indonesia, especially in East Java. Especially in the city of Surabaya, many restaurants or cafes are growing and developing starting at low prices, comfortable places, different foods from other restaurants, and a variety offered. One restaurant that is very well known by the Indonesian people in the city of Surabaya is Bu Rudy's restaurant. Bu Rudy's restaurant has a mainstay menu, shrimp rice. Sambel Bu Rudy has also been widely known by the people of Indonesia, especially in the city of Surabaya because of its delicious taste. Bu Rudy's restaurant has six branches in Surabaya, namely Dharmahusada which is the central branch, then followed by other branches located in Raya Kupang Indah, Anjasmoro, Wahidin Sudirohusodo, Atum Mall Market, Atum Market, and Surabaya Wholesale Center.
This study aims to determine how the influence of Food Quality, Service Quality, Physical Environment Quality on Repurchase Intention 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 increasing Repurchase Intention to Bu Rudy's restaurant customers in Dharmahusada Surabaya.
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 100 respondents with characteristics of male respondents and women aged 18-60 years, domiciled in Surabaya, having bought and consumed food products at Bu Rudy's restaurant at least 1 time in the last 2 months.
The results showed that the Food Quality variable had a significant positive effect on Customer Satisfaction with a regression coefficient of 0.781; Service Quality variable has a positive and insignificant effect on Customer Satisfaction with a regression coefficient of 0.179; Physical Environment Quality variable has a positive and insignificant effect on Customer Satisfaction with a regression coefficient of 0.173; Customer Satisfaction variable has a significant positive effect on Repurchase Intention with a regression coefficient of 0.852
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