PENGARUH MEAL EXPERIENCE TERHADAP MINAT BELI ULANG DI MAGAL KOREAN BBQ SURABAYA

Cindy Agustina, Felicia Hermawan, Hanjaya Siaputra

Abstract


Abstrak - Penelitian ini dilakukan untuk menganalisa apakah meal experience memiliki pengaruh terhadap minat beli ulang di Magal Korean BBQ Restaurant di Surabaya. Meal Experience terdiri dari aspek makanan, minuman, pelayanan, kebersihan dan higienitas, suasana, serta value of money. Penelitian menggunakan metode kuantitatif dan analisis regresi linear berganda dengan 150 responden yang telah melakukan pembelian di Magal Korean BBQ Restaurant Surabaya. Hasil penelitian menunjukkan bahwa secara keseluruhan, meal experience yang didapatkan konsumen Magal Korean BBQ Restaurant Surabaya sudah baik. Sementara itu, meal experience yang berpengaruh signifikan dan positif terhadap minat beli ulang konsumen adalah pada aspek makanan, aspek pelayanan, aspek kebersihan dan higienitas, aspek suasana, dan aspek value of money, sedangkan aspek minuman positif dan tidak berpengaruh signifikan terhadap minat beli ulang konsumen.

Kata Kunci: Meal Experience, minat beli ulang, restoran korea

 

Abstract - This research was conducted to analyze the influence of meal experience toward repurchase intention at Magal Korean BBQ Restaurant in Surabaya. Meal experience itself consist of food, beverage, service, cleanliness and hygiene, atmosphere, and value of money aspect. This research was done by using quantitative method and double linear-regression, with 150 respondents who has made a purchase at Magal Korean BBQ Restaurant Surabaya. The result showed that overall, the meal experience that the customers have got is good. Furthermore, the result also showed that meal experience affects repurchase intention, with indication that food, service, cleanliness and hygiene aspect, atmosphere, and value of money aspect has a positive and significantly affect repurchase intention, while beverage aspect has a positive and significantly not affect repurchase intention.

Keywords: Meal Experience, repurchase intention, Korean restaurant.


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