Hubungan antara restaurant image, perceived value, customer satisfaction, dan behavioral intention
Abstract
Tujuan dari penelitian ini adalah untuk menjelaskan hubungan antara restaurant image, perceived value, customer satisfaction, dan behavioral intention pada casual dining restaurant di Kota Surabaya Jumlah sampel pada penelitian ini adalah sebanyak 200 responden yang dibagikan kepada konsumen yang pernah mengunjungi salah satu casual dining restaurant di Kota Surabaya. Penelitian ini menggunakan teknik purposive sampling dengan kriteria sebagai berikut: (1) pernah makan di salah satu casual dining restaurant di Kota Surabaya; dan (2) telah berusia minimal 17 tahun. Teknik analisis data dilakukan dengan menggunakan Partial Least Square (PLS) dengan SmartPLS 2.0. Hasil penelitian ini menunjukkan bahwa: (1) restaurant image secara signifikan memengaruhi perceived value; (2) restaurant image dan perceived value memiliki peran penitng dalam memengaruhi customer satisfaction; (3) hasil penelitian ini juga menunjukkan bahwa customer satisfaction memediasi secara signifikan hubungan antara restaurant image, perceived value dan behavioral intention.
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DOI: https://doi.org/10.30872/jkin.v15i2.3743
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