Pengaruh Food Quality, Price Fairness, dan Service Quality Terhadap Behavioral Intention di Restoran Dragon Hotpot Surabaya
:
https://doi.org/10.9744/jmp.10.1.1-12
Keywords:
behavioral intention, kualitas layanan, kualitas makanan, kewajaran hargaAbstract
Bisnis jasa makanan saat ini menjadi industri yang dinamis. Hal ini terlihat dari meningkatnya jumlah perusahaan jasa makanan di semua subsektor industri, termasuk restoran. Kualitas makanan / food quality, kewajaran harga / price fairness, dan kualitas layanan / service quality diterima menjadi variabel yang sering digunakan dalam meneliti behavioral intention. Tujuan penelitian ini dilakukan untuk mengetahui tentang pengaruh dari food quality, price fairness, dan service quality terhadap behavioral intention di Restoran Dragon Hotpot Surabaya. Penelitian ini melibatkan 122 responden perempuan dan laki-laki yang berusia di atas 17 tahun dan pernah makan di Dragon Hotpot Surabaya minimal 1 kali. Pengolaan data kuantitatif menggunakan program Partial Least Square (PLS). Proses analisis dalam penelitian ini menggunakan SEM-PLS melalui dua tahapan utama yaitu evaluasi outer model dan inner model. Dari hasil analisa data, ditemukan bahwa food quality dan price fairness memiliki pengaruh signifikan terhadap behavioral intention sedangkan service quality tidak mempengaruhi secara signifikan terhadap behavioral intention.
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