ABSTRACT
Restaurant business is one of the promising businesses in Indonesia, particularly in the city of Solo. This is because one of the characteristics of Solo identical with culinary hobby that can be seen with the rise of the culinary business in the city of Solo, such as opening GALABO or Gladag Langenbogan Solo. It is also followed by increasing the number of Chinese food restaurant in Solo.
This study discusses the effect of quality dimensions on customer perceived value, restaurant image, customer satisfaction and behavioral intentions conducted in Xing Wang Resto, the new Chinese food restaurant and still need a lot of improvement in them.
In connection with the research objectives and to determine what needs to be improved in Xing Wang Resto, the author analyze by hypothesis testing and analysis by using HOQ. Populations in this study are all Chinese food restaurant’s customers, while the sample in this study is customers who have made a purchase at Xing Wang restaurant with a sample size of 185 respondents. The sampling technique in this study is using purposive sampling. Then testing hypotheses and making of HOQ by using questionnaires, interviews, and observations.
The results of hypothesis analysis: quality of physical environment and service quality has not positive influence on restaurant image and customer 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. Restaurant image has not positive influence on customer satisfaction. Restaurant Image has positive influence on customer perceived value. Customer perceived value and halal/haram have positive influence on customer satisfaction. Restaurant image and customer perceived value together have positive influence on customer satisfaction, and customer satisfaction has a positive influence on behavioral intention. The result of analysis HOQ can be used for Xing Wang Resto to improve performance particularly in relation to its employees.
Keyword: Quality of Physical Environment, Food Quality, Service Quality, Restaurant Image, Customer Perceived Value, Customer Satisfaction, Halal or Haram, Behavioral Intentions, House of Quality.