Analysis of the Effect of Atmospherics, Food Quality, Service Quality and Other Customer on Brand Preference through Brand Image, Customer Satisfaction, and Brand Trust of Sushi Tei Restaurant Consumers at Galaxy Mall Surabaya

Abstract

Food is the main basic need that must be met at all times by humans. By looking at the current developments in the era of globalization, it can be concluded that the business in the culinary field tends to continue to increase, therefore many new business actors have emerged who are trying to enter the culinary business. Furthermore, the effects of globalization have also led to the entry of foreign cultures into Indonesia, including Japanese culture. Currently, many Japanese restaurants are present in various cities in Indonesia, including in the city of Surabaya, one of which is Sushi Tei restaurant. Sushi Tei was founded in 1994 in Singapore. Until now, Sushi Tei already has outlets spread across several countries. This study aims to determine how the influence of Atmospherics, Food Quality, Service Quality, and Other Customers on Brand Preference through Brand Image, Customer Satisfaction, and Brand Trust. This study uses quantitative research with Structural Equation Model (SEM) analysis techniques and AMOS 22.0 software. Data was collected by distributing online questionnaires to 165 respondents with the characteristics of male and female respondents aged 18-60 years, having visited Sushi Tei at least 2 times in the last two years, and had interacted with restaurant waiters. The results showed that the Atmospherics variable had no significant effect on Brand Image with a regression coefficient of 0.054; Atmospherics variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.035; Food Quality variable has a significant effect on Brand Image with a regression coefficient of 0.808; Food Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.306; Service Quality variable has no significant effect on Brand Image with a regression coefficient of 0.032; Service Quality variable has no significant effect on Customer Satisfaction with a regression coefficient of 0.148; Other Customer variables have no significant effect on Brand Image with a regression coefficient of 0.064; Other Customer variables have no significant effect on Customer Satisfaction with a regression coefficient of 0.339; Brand Image variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.209; Brand Image variable has no significant effect on Brand Trust with a regression coefficient of 0.345; Customer Satisfaction variable has a significant effect on Brand Trust with a regression coefficient of 0.610; Brand Trust variable has a significant effect on Brand Preference with a regression coefficient of 0.666.