| dc.description.abstract | In recent years, the restaurant business in Indonesia is growing. Restaurants can be categorized into three types. There are conventional restaurants, specialty restaurants and thematic restaurant. The conventional restaurants sell regular dining. The specialty restaurants sell and provide certain types of foods. The thematic restaurants offer a new dining experience to consumers. Sense of eating in a restaurant is not talking about the fulfillment of basic needs but also the satisfaction of mind, social needs and prestige, even the nutritional value is one of the problems faced today. Some restaurant owners realize this situations, so they start thinking how to attract people to come and eat. In general there are four major factors to be considered in choosing a restaurant consumers. namely price, product, service and atmosphere. Those factors will be analyzed. In this research, the factor that most influence consumers in choosing the restaurants would be found.
Type of data used in this study are qualitative and quantitative data. The sources are primary and secondary data. The author uses questionnaires, interviews, observation, documentation and library research method to collect those data. The author also uses a nonparametric statistical test of Kruskal - Wallis and comparison means for analyzing data. The results shows that product, price, service and atmosphere are the main factors that must be considered. Price is the most influenced factor in choosing a conventional restaurant. Product is the most influenced factor in choosing a particular restaurant. Then, atmosphere is the most influenced factor in choosing a thematic restaurant. | en_US |
