ATRIBUT PEMILIHAN KUALITAS RESTORAN: CITRA MEREK DAN HARGA

Echo Perdana Kusumah · Ratih Hurriyati · Puspo Dewi Dirgantari

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Culinary Culture and Tourism

Abstract

Studi ini meneliti dampak citra merek dan harga pada atribut preferensi restoran (kualitas layanan, kualitas makanan, dan suasana). Structural Equation Model (SEM) diterapkan dengan menggunakan 169 responden dan aplikasi AMOS untuk menguji hipotesis. Hasil menunjukkan bahwa preferensi atribut restoran secara positif dipengaruhi oleh citra merek dan harga. Citra merek tidak mempengaruhi secara signifikan semua atribut kualitas restoran (kualitas layanan). Kualitas layanan memang memiliki hubungan positif dengan citra merek yang dibangun oleh sebuah restoran, tetapi belum tentu tingkat layanan yang diinginkan oleh konsumen, di mana konsumen memiliki karakter dan persepsi yang berbeda dalam hal dilayani. Studi ini juga mengungkapkan bahwa pemilik restoran dapat menarik pelanggan baru dan mempertahankan pelanggan yang ada dengan meningkatkan kualitas makanan, kualitas layanan, dan suasana restoran mereka https://doi.org/10.26905/jbm.v6i2.3689

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