PENGARUH EXPERIENCE QUALITY TERHADAP BEHAVIOURAL INTENTION DENGAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI PADA RESTAURANT SUSHI TEI DI SURABAYA

Genia Gede Limono

Abstract


 

Food and Beverage Industry pada saat ini semakin popular dan terus berkembang pesat di wilayah Indonesia dikarenakan minat konsumsi masyarakat yang semakin meningkat. Pesatnya pertumbuhan di industri jasa makanan ini memicu munculnya berbagai macam speciality restaurant yang salah satunya merupakan restaurant Jepang. Untuk dapat bertahan di pasar Food and Beverage Industry maka diperlukan Experiential Marketing sebagai strategi pemasaran.

Penelitian ini bertujuan untuk menganalisa pengaruh dari Experience Quality terhadap Behavioral Intention dengan Perceived Value sebagai variabel mediasi pada restaurant Sushi Tei di Surabaya.

Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden pelanggan  dari restaurant Sushi Tei di Surabaya. Jenis penelitian ini merupakan deskriptif kausal dengan menggunakan pengelolahan data warpPLS.

 


Keywords


Experience Quality, Behavioral Intention, Perceived Value, Marketing Strategy, Product, Speciality Restaurant

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References


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