Analisis pengaruh décor and artifacts, spatial layout, ambient conditions, food quality, service quality, price,location, terhadap arousal dan pleasure yang pada akhirnya terhadap behavioral intentions pelanggan restauran penyetan pawon cabe cabang Arif Rahmanhakim Surabaya

Fuady, Alfado (2023) Analisis pengaruh décor and artifacts, spatial layout, ambient conditions, food quality, service quality, price,location, terhadap arousal dan pleasure yang pada akhirnya terhadap behavioral intentions pelanggan restauran penyetan pawon cabe cabang Arif Rahmanhakim Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Industri kuliner yang berkembang membuat persaingan semakin ketat. Tren warga kota Surabaya yang konsumtif membuat sektor usaha makanan dan restoran menjadi tumbuh pesat tidak hanya di mall, melainkan juga sudah merata di berbagai wilayah di Surabaya. Salah satu rumah makan yang masih bertahan di tengah persaingan yang ketat adalah Penyetan Pawon Cabe Surabaya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari dekor and artifacts, spatial layout, ambient condition, food quality, service quality, price, location , terhadap arousal dan pleasure yang pada akhirnya terhadap behavioral intentions. Manfaat dari penelitian ini adalah untuk menambah wawasan khususnya dalam bidang manajemen untuk mengetahui seberapa besar pengaruh arousal dan pleasure sehingga dapat meningkatkan behavioral intentions Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling online maupun offline kepada 175 responden dengan karakteristik responden yaitu berjenis kelamin pria maupun wanita, bertempat tinggal di Surabaya, berusia 18-60 tahun, membeli dan mengkonsumsi (dine in) di restoran Penyetan Pawon Cabe di Surabaya lebih dari dua kali dalam enam bulan terakhir./ The growing culinary industry makes competition even tougher. The trend of consumptive Surabaya residents has made the food and restaurant business sector grow rapidly, not only in malls, but also in various areas in Surabaya. One restaurant that still survives in the midst of intense competition is Penyetan Pawon Cabe Surabaya. The purpose of this study was to determine the effect of decoration and artefacts, layout, environmental conditions, food quality, service quality, price, location, on arousal and pleasure which ultimately on behavioral intentions. The benefit of this research is to add insight, especially in the field of management to find out how much influence arousal and pleasure have so that it can increase behavioral intention. This research is a causal research using quantitative methods and processed with the help of a statistical program, namely SPSS. Data collection was carried out by distributing questionnaires using online and offline snowball sampling techniques to 175 respondents with the characteristics of the respondents, namely male and female, residing in Surabaya, aged 18-60 years, buying and consuming (dine in) at the Penyetan Pawon Cabe restaurant in Surabaya more than twice in the last six months.

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