Analisis Pengaruh Citra Restoran Dan Persepsi Nilai Terhadap Keinginan Untuk Kembali Yang Dimediasi Oleh Kepuasan Pelanggan Pada Restoran Cepat Saji (Studi Kasus Pada J.Co Donuts & Coffee, Surakarta)

Oleh :
Fauzan Syahrul Hidayat - F1211034 - Fak. Ekonomi dan Bisnis

This thesis discusses whether there is a significant influence the restaurant image and perceived value on behavioral intention mediated by customer satisfaction. Data obtained by distributing questionnaires of two hundred respondents intend to return J.CO Donuts & Coffee in Surakarta. Sampling is used is purposive sampling. Analysis tools that are used are used to test the hypothesis is to Structural Equation Modelling (SEM). Result shows that there is a significant influence of restaurant’s image and perceived value toward behavioral intention mediated by the costumer satisfaction. The result also indicates that costumer satisfaction mediates behavioral intention. For future studies it is advisable to do some research on the organization in addition to fast food restaurants, with expanded study area.