ANALISIS PENGARUH VARIABEL RESTAURANT ENVIRONMENTAL CUES DAN NON-ENVIROMENTAL CUES TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PELANGGAN RICHEESE FACTORY DI SURABAYA

Abstract

At this time, the industry is growing rapidly in Indonesia is the food and beverge industry, one of restaurant. In the city of Surabaya is, the industry is now growing rapidly and became the belle of the restaurant. The high rate of growth of restaurant of Surabayais not apart from society Surabaya revenue increases. In addition to increased revenue, changes in people's lifestyles Surabaya, who now prefer to eat at the restaurants in Surabaya. To be able to survive in the competition, every restaurant needs to improve Repurchase Intention. This study aimed to analyze the influence of varibles Decor, Spatial Layout, ambient condition, food Quality, Service Quality, Price and Customer. Satisfaction Intention to Repurchase Restaurant "Richeese Factory" in Surabaya. The Sample used in this study is the men and women who live in the city of Surabaya who purchase and consume products "Richeese Factory outlet " Richeese Factory" more than once in the last 3 months, age 18-60 years, a number of 150 respondents. For processing and analyzing the data in this research is by using SPSS as a software to process the data. Statistical analysis showed that the product and service solutions (SPSS) with 22.0 as software to prpcess the data. Empirical finding indicate that the relationship customer satisfaction to Repurchase intention has a regression coefficient of the higjest with a value of 0.487, then the influence of Decor on Customer Satisfaction with regression coefficient of 0.055, the relationship between the spatial layout of the customer satisfaction has a regression coefficient of the highest secod with a value of 0.003, the relationship between the Food Quality for Customer satisfaction has a regression coefficient of 0.120, the relationship between Service Quality on Customer Satisfaction has a regression coeficient of 0.364, and lastly the relationship between Price to Customer satisfaction has regression coeficient of 0.074