ANALISIS PENGARUH VARIABEL RESTAURANT ENVIRONMENTAL CUES DAN NON-ENVIRONMENTAL CUES TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PELANGGAN COMEDY CAFÉ DI SURABAYA

Abstract

Recently, an industry that is growing rapidly in Indonesia was food and beverage industry, one of them is the restaurant. The high rate of restaurant growth in Surabaya inseparable from increasing income of its citizen. Not only increasing in income but also changing in lifestyle, which make Surabaya’s people love to eat in a restaurant because of prestige, also boost the restaurant’s growth. Every restaurant needs to increase behavioral intention in order to survive in the competition. This study aimed to analyze the effect of variable décor, spatial layout, Ambient Condition, Food Quality, Service Quality, Price, and Customer Satisfaction on Repurchase Intention Restaurant "Comedy Cafe" in Surabaya. The sample used in this research that the men and women who live in the city of Surabaya who make a purchase at the "Comedy Café" more than once in the last 3 months, aged 18-60 years, a number of 176 respondents. For processing and analyzing the data in this study by using SPSS as the software to process the data. Statistical analysis showed that the product and service solutions (SPSS) with a 16.0 software to process the data. The empirical findings indicate that the relationship Customer Satisfaction on Repurchase Intention has a regression coefficient with a value of 0504, then the effect of Ambient Conditions on Customer Satisfaction with regression coefficient of 0334, the relationship between Service Quality on Customer Satisfaction has a regression coefficient of 0256, the relationship between the décor to the Customer Satisfaction has the highest regression coefficient of 0154, the relationship between Price on Customer Satisfaction has a regression coefficient of 0.136, and finally the relationship between the spatial layout of the Customer Satisfaction has a regression coefficient of 0.126.