PENGARUH KUALITAS MAKANAN, KUALITAS PELAYANAN, PHYSICAL ENVIRONMENT DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA RESTORAN JEPANG DI JAKARTA

ABSTRACT Annisaa Chandra Riyani, 2016; The Impact of Food Quality, Service Quality, Physical Environment and Brand Image Towards Customer Satisfaction at Japanese Restaurant in Jakarta. Thesis, Jakarta; Marketing Management, Management, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM & Usep Suhud, M.Si, Ph.D. The purpose of this research was to test empirically the influence of food quality, service quality, physical environment and brand image towards customers ' satisfaction on Japan restaurant in Jakarta. The research design used was descriptive and causal, whereas the sample selection technique used is the purposive sampling technique. Using the method of data collection method survey. The population in this research is the visitor restaurant Japan in Jakarta who have visited in the last six months in the period October 2015 until March 2016.. Total samples in the study totalled 214 people. A pilot study was conducted to 50 respondents. Analysis tool used was SPSS AMOS 20 and 22. The results of this research show that the negative effect of food quality variables and not significantly to customer satisfaction, quality of service variables are positive and significant effect against the brand image, the variable quality of service effect negative and insignificant towards customer satisfaction, physical environment and negative effect not significant toward customer satisfaction and brand image effect is negative and insignificant towards customer satisfaction. The value of the fit model with a P value of 0.057, CMIN/DF the value of 1.137, the value of TLI 0983, CFI value of 0.985 and RMSEA values of 0.025. The results of this research is beneficial to employers and local restaurant cuisine restaurant to make a better strategy in improving and maintaining customer satisfaction. keywords: food quality, service quality, physical environment, brand image, customer satisfaction