PENGARUH DINING EXPERIENCE TERHADAP CUSTOMER SATISFACTION, RESTAURANT IMAGE, DAN BEHAVIORAL INTENTION PADA CASUAL DINING RESTAURANT DI KOTA MALANG

Abstract

Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dining experience terhadap customer satisfaction, restaurant image, dan behavioral intention pada casual dining restaurant di Kota Malang. Jumlah sampel pada penelitian ini adalah sebanyak 200 responden yang dibagikan kepada konsumen yang pernah mengunjungi salah satu casual dining restaurant di Kota Malang. Penelitian ini menggunakan teknik purposive sampling dengan kriteria sebagai berikut: (1) pernah makan di salah satu casual dining restaurant di Kota Malang; 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) food quality, service quality, dan physical environment merupakan dimensi dari dining experience; (2) terdapat pengaruh yang signifikan pada hubungan dining experience terhadap customer satisfaction, dining experience terhadap restaurant image, customer satisfaction terhadap behavioral intention, restaurant image   terhadap customer satisfaction, restaurant image terhadap behavioral intention, dan tidak terdapat pengaruh yang signifikan pada hubungan dining experience terhadap behavioral intention; (3) hasil penelitian ini juga menunjukkan bahwa customer satisfaction dan restaurant image memediasi secara signifikan hubungan antara dining experience dan behavioral intention.

Kata kunci: dining experience, restaurant image, customer satisfaction, behavioral intention

Abstract: The aims of this study was to determine the influence of dining experience on customer satisfaction, restaurant image, and behavioral intention in casual dining restaurant in Malang. The total samples of 200 consumers who had dined at a casual dining restaurant in Malang as respondend on this study, collected using purposive sampling technique with the following criteria: (1) consumers who had dined at a casual dining restaurant in Malang; and (2) have at least 17 years. Data analysis techniques used in this study is Partial Least Square (PLS) with SmartPLS 2.0. The results of this study indicate that (1) food quality, service quality, and physical environment are the dimension of the dining experience; (2) there is significant influence on the relationship between dining experience to customer satisfaction, dining experience to restaurant image, customer satisfaction to behavioral intention, restaurant image to customer satisfaction, restaurant image to behavioral intention, and there is no significant influence on the relationship between dining experience to behavioral intention; (3) the results of this study also showed that customer satisfaction and restaurant image are significantly mediate the relationship between dining experience and behavioral intention.

Keywords: dining experience, restaurant image, customer satisfaction, behavioral intention