THE EFFECT OF QUALITY DIMENSIONS ON CUSTOMER PERCEIVED VALUE, RESTAURANT IMAGE, CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS (STUDY ON THE WANG XING RESTO)

THE EFFECT OF QUALITY DIMENSIONS ON CUSTOMER PERCEIVED VALUE, RESTAURANT IMAGE, CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS (STUDY ON THE WANG XING RESTO) ODYSIUSOCTAVIA RIKA F0211078 Restaurantbusinessisone of thepromising businessesinIndonesia, particularlyinthe cityof Solo. This is becauseone of the characteristicsof Soloidenticalwithculinaryhobbythatcanbe seenwiththe rise ofthe culinarybusinessinthe cityof Solo, such asopening GALABOorGladagLangenboganSolo. It is also followed by increasing the number of Chinese food restaurant in Solo. This studydiscussestheeffectof qualitydimensions oncustomer perceived value, restaurantimage, customer satisfactionandbehavioralintentionsconductedinXingWangResto,thenewChinese foodrestaurantandstillneed a lot ofimprovementin them. In connectionwiththe researchobjectivesandtodeterminewhat needstobe improvedinXingWangResto, the author analyze byhypothesis testingandanalysisby usingHOQ. Populationsinthis study are allChinese foodrestaurant’s customers, whilethe samplein this studyis customerswhohavemade a purchaseatXingWangrestaurantwith a sample sizeof185respondents. The samplingtechniqueinthisstudy isusingpurposivesampling. Then testinghypothesesandmaking ofHOQbyusingquestionnaires, interviews, andobservations. The resultsofhypothesisanalysis: quality of physicalenvironment and servicequalityhas not positiveinfluenceonrestaurantimageandcustomer perceived value. Food quality has a positive influence on restaurant image and customer perceived value.Quality of physical environment, food quality, and service quality together have not positive influence on restaurant image. Quality of physical environment, food quality, and service quality together have positive influence on customer perceived value. Restaurantimagehas notpositiveinfluenceoncustomer satisfaction. Restaurant Image has positive influence on customer perceived value.Customer perceived value and halal/haramhavepositiveinfluenceoncustomer satisfaction. Restaurant image and customer perceived value together have positive influence on customer satisfaction,andcustomer satisfactionhasa positiveinfluenceonbehavioralintention. The result of analysisHOQ can be usedforXingWangRestotoimproveperformanceparticularly in relation toits employees. perpustakaan.uns.ac.id digilib.uns.ac.id commit to user Keyword: Quality of Physical Environment, Food Quality, Service Quality, Restaurant Image, Customer Perceived Value, Customer Satisfaction, Halal or Haram, Behavioral Intentions, House of Quality