Exploring Conventional Models of Purchase Intention: “Betawi Ora” Restourants in Bekasi

Dhian Tyas Untari · Budi Satria

6 citations0/0 files storedInternational Journal of Professional Business Review

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

Purpose: This research are to determine the effect ofDining Atmosphere on Customer Satisfaction, the effect of Food Quality on Customer Satisfaction and the effect of Dining Atmosphere and Food Quality in increasing Repurchase Intention on "Betawi Ora" Restourants. Theoretical Framework: High competition provides a logical consequence for restaurant entrepreneurs, especially Betawi culinary-based restaurants, to begin to improve themselves and develop strategies in facing market changes and business competition. Methodology: Respondents involved in the study were 100 people. Purposive sampling was carried out in this research. Data used in this study is primary data that taken directly. Analyzing data in this study by several testing; a) Classical Assumptions; namely normality test, linearity test, multicollinearity test, heteroscedasticity test b) Path analysis c) Significance test. Findings: Based on the results of path analysis calculations, the Dining Atmosphere variable has an effect on Repurchase Intention, and food quality has an effect on Repurchase Intention. Then the interverning variable, namely Customer Satisfaction, shows that Dining Atmosphere and Food Quality have an effect on Customer Satisfaction and Customer Satisfaction has an effect on increasing consumers' repurchase intentions at "Betawi Ora" Restaurants. Practical Implications: Improving the Dining Atmosphere by adding Betawi ornaments and collaborating with contemporary concepts to increase satisfaction and have an impact on Repurchase Intention is very important. In addition, improving the quality of food is also a determining factor in the success of the restaurant business, especially "Betawi Ora" Restaurants. Originality/ Value: Research on “Betawi Ora” culinary is the team leader's research roadmap and is novelistic in nature, because research on “Betawi Ora” culinary has never been discussed by previous researchers

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References

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