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.
