ANALISIS PENGARUH SERVICE QUALITY, RESTAURANT ATMOSPHERICS, DAN DINING SATISFACTION TERHADAP BEHAVIORAL INTENTION (STUDI PADA RESTAURANT RONS LABORATORY SURABAYA)

Abstract

This study aimed to determine the effect of service quality, restaurant atmospherics, and dining satisfcation on behavioral intention at Rons Laboratory restaurant Surabaya. The sample used in this study are the consumer of Rons Laboratory restaurant Surabaya who have made a purchase in the Rons Laboratory restaurant Surabaya more than 6 months and living in the city of Surabaya, the number of respondents were 100 people. For processing and analyzing the data in this study researcher is going to use Structural Equation Modeling (SEM) with AMOS 16.0 software as the software to process the data. The results of analysis showed that the service quality, restaurant atmospherics, and dining satisfaction have a positive and significant effect on behavioral intention. These findings indicate that restaurant atmospherics has highest influence than service quality with a regression coefficient of 0.43, through the dining satisfaction has influence on behavioral intention with a regression coefficient of 0.67. Service quality have positive impact on dining satisfaction with a regression coefficient 0.54.