PENGARUH KUALITAS LINGKUNGAN FISIK, MAKANAN, DAN LAYANAN TERHADAP RESTAURANT IMAGE, CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION, DAN BEHAVIORAL INTENTIONS PADA PENGUNJUNG RESTORAN DREAM OF KAHYANGAN SURABAYA

Abstrak Penelitian ini bertujuan untuk mengetahui dan menganalisis seberapa besar pengaruh kualitas lingkungan fisik, makanan, dan layanan terhadap restaurant image, customer perceived value yang menciptakan satisfaction dan behavioral intentions pada pengunjung restoran Dream of Kahyangan Surabaya. Penelitian ini menggunakan metode Structural Equation Modelling (SEM) dengan software AMOS 20.0 for windows. Pendekatan yang digunakan dalam penelitian ini adalah accidental sampling. Sampel yang digunakan merupakan responden yang pernah berkunjung ke restoran Dream of Kahyangan Surabaya sebanyak minimal 2 kali 6 bulan terakhir. Responden memiliki pendidikan terakhir SMA/ SMK atau sederajat. Jumlah responden dalam penelitian ini sebanyak 150 responden. Hasil penelitian ini menunjukkan bahwa kualitas lingkungan fisik, makananan dan layanan berpengaruh positif terhadap restaurant image dan customer perceived value, restaurant image berpengaruh negatif terhadap customer perceived value, restaurant image berpengaruh positif terhadap customer satisfaction, customer perceived value tidak berpengaruh positif terhadap customer satisfaction, customer satisfaction berpengaruh positif terhadap behavioral intentions. Kata kunci: kualitas, restaurant image, customer perceived value, customer satisfaction, behavioral intentions. Abstract This study aims to identify and analyze how much influence the quality of the physical environment, food, and service to the restaurant image, customer perceived value that creates satisfaction and behavioral intentions in restaurant Dream of Kahyangan Surabaya. This study using Structural Equation Modeling (SEM) with AMOS 20.0 software for windows. The approach used in this study was accidental sampling. The sample used is a respondent who've been to the restaurant Dream of Kahyangan Surabaya were at least 2 times the last 6 months. Respondents have an education past high school / vocational school or equivalent. The number of respondents in this study were 150 r espondents. The results showed that the quality of the physical environment, eat, and service positive effect on restaurant image and customer perceived value, restaurant image negatively affect the customer perceived value, restaurant image positive effect on customer satisfaction, customer perceived value no positive effect on customer satisfaction, customer satisfaction has positive influence on behavioral intentions. Keywords: quality, restaurant image, customer perceived value, customer satisfaction, behavioral intention