PENGARUH DINING EXPERIENCE TERHADAP KEPUASAN KONSUMEN DI RESTORAN SURABAYA PADA ERA NEW NORMAL

Abstract

Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh dining experience terhadap kepuasan konsumen di restoran Surabaya pada era new normal. Ada 3 dimensi dining experience yang digunakan dalam penelitian ini yaitu, kualitas makanan, kualitas layanan dan suasana. Penelitian kuantitatif kausal ini melibatkan 100 responden dengan menggunakan program SmartPLS (Partial Least Square) untuk menganalisa data. Hasil penelitian menunjukkan bahwa kualitas makanan berpengaruh positif namun tidak signifikan terhadap kepuasan konsumen. Sedangkan kualitas layanan dan suasana berpengaruh positif dan signifikan terhadap kepuasan konsumen.

Kata Kunci: Dining Experience, Kepuasan Konsumen, Era New Normal

Abstract: The purpose of this research is to find out the influence of dining experience towards customer satisfaction in Surabaya’s restaurant during new normal era. This study employs 3 dimensions of dining experience, including food quality, service quality and ambiance. This causal quantitative research involved 100 respondents using the SmartPLS (Partial Least Square) program to analyse data. The result showed that food quality had a positive but not significant effect towards customer satisfaction. Meanwhile, service quality and ambiance had a positive and significant effect towards customer satisfaction.

Keywords: Dining Experience, Customer Satisfaction, New Normal Era