Pengaruh Restaurant Atmosphere dan Perceived Value terhadap Customer Behavioral Intention pada Resto Seafood Situbondo

Abstract

The high growth of restaurants has an impact on tight business competition. This makes the Situbondo Seafood restaurant must have the right marketing strategy and can influence customer behavior intentions at the restaurant. The appearance of a modern restaurant that is based on customers' wishes and needs has an impact on customer behavior intentions that can benefit the company. This study aims to analyze the effect of restaurant atmosphere and perceived value on customer behavior intentions and identify the most dominant variable influencing customer behavior intentions in Situbondo Seafood restaurant. This research method uses a quantitative approach with associative techniques. Data collection used a non-probability sampling technique with a purposive sampling sample through a questionnaire filled out by 130 Situbondo Seafood restaurant consumers. The results of the partial test of this study indicate that restaurant atmosphere has a significant positive effect on customer behavioral intention, and perceived value also has a significant positive effect on customer behavioral intention. Meanwhile, simultaneously the atmosphere of the restaurant and perceived value have a significant positive effect on customer behavioral intention.