Analisis pengaruh quality of food, quality of service, price, place, dan image terhadap behavior intention pada restoran boncafe di Surabaya

Satria, Johan (2016) Analisis pengaruh quality of food, quality of service, price, place, dan image terhadap behavior intention pada restoran boncafe di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Makhluk hidup selalu memiliki kebutuhan yang sangat banyak, salah satunya dalam hal sandang dan pangan. Sandang pangan adalah kebutuhan primer pada setiap manusia, dengan sesuai berkembangnya jaman penyediaan jenis pangan semakin bervariasi dan salah satu penyedia kebutuhan jenis pangan yaitu restoran. Restoran Boncafe Steak House perlu selalu berusaha bagaimana untuk terus meningkatkan Quality of Food, Quality of Service, Price, Place, Image terhadap Behavioral Intention. Adapun tujuan dari penelitian ini adalah untuk mengetahui & menganalisa pengaruh Quality of Food terhadap Behavioral Intention, Quality of Service terhadap Behavioral Intention, Price terhadap Behavioral Intention, Place produk terhadap Behavioral Intention, Image terhadap Behavioral Intention pada restoran Boncafe Steak House di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software AMOS 20.0.Pengumpulan data dalam penelitian ini dilakukan dengan menyebarkan kuesioner kepada 105 responden, dengan karateristik bahwa responden adalah pelanggan dari restoran Boncafe Steak House berusia 18 - >60 tahun. Hasil penelitian menunjukkan bahwa variabel Quality of Food berpengaruh terhadap Behavioral Intention mempunyai koefisien regresi sebesar 0.46, variabel Quality of Service berpengaruh terhadap Behavioral Intention mempunyai koefisien regresi sebesar 0.40, variabel Image berpengaruh terhadap Behavioral Intention mempunyai koefisien regresi sebesar 0.21, antara variabel Place berpengaruh terhadap Behavioral Intention mempunyai koefisien regresi sebesar 0.20, variabel Price berpengaruh terhadap Behavioral Intention mempunyai koefisien regresi sebesar 0.26 / Living beings have many kinds of needs, two of which are clothes and foods. These two needsa re considered as primary needs, and with the progress of this era, various types of food supplies emerge, especially restaurant. Boncafe Steak house restaurant keeps on striving to improve their quality of food, quality of service, price, place, image toward behavioral intention. The purpose of this research is to know and analyze the effect of quality of food and service, price, place, and image towards behavioral intention of boncafe Steak House in Surabaya. This research uses quantitative approach with Structural Equation Model and software Amos 20 as its analysis technique. To gather the data needed, questionaires are distributed to 105 respondents, customers of boncafe Steak House whose age ranges from 18 - >60 years old. The conclusion of the research shows that behavioral intention is affected by quality of food with 0.46 regression coefficient, quality of service with 0.40 regression coefficient, image 0.21, place 0.20, and price 0.26 regression coefficient

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