ANALYSIS OF THE EFFECT OF RESTAURANT ENVIRONMENTAL CUES AND NON-ENVIRONMENTAL CUES ON CUSTOMER SATISFACTION IN FORMING CUSTOMER LOYALTY MODERATED BY MOTIVATION OF DE MANDAILING CAFE AND EATERY JEMURSARI CUSTOMERS IN SURABAYA

Abstract

The rapid development that occurs in the food and beverage sector creates opportunities for restaurant entrepreneurs. This is driven by changes such as lifestyle for people in big cities who often eat outside their homes such as restaurants and cafes. One of the modern cafes in Surabaya that has a unique concept is De Mandailing Cafe and Eatery. This study aims to determine how the effect of Restaurant Environmental Cues and Non-Environmental Cues on Customer Loyalty through Customer Satisfaction moderated by Motivation for customers of De Mandailing Cafe and Eatery Jemursari in Surabaya.This research is a research with quantitative methods with data processing using SPSS 22.0. Data collection was carried out by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 17-65 years, domiciled in Surabaya, had bought and consumed at least 2 times in the past 1 year at De Mandailing Cafe and Eatery Jemursari in Surabaya. The results showed that Decor & Artifact had a significant positive effect on Customer Satisfaction; Spatial Layout had a significant positive effect on Customer Satisfaction; Ambient Conditions had a significant positive effect on Customer Satisfaction; Food Quality had a significant positive effect on Customer Satisfaction; Service Quality had a significant positive effect on Customer Satisfaction; Price had a significant positive effect on Customer Satisfaction; Location had a significant positive effect on Customer Satisfaction; Customer Satisfaction had a significant positive effect on Customer Loyalty; Motivation is accepted as a homologizer moderating variable that affects the effect of Customer Satisfaction on Customer Loyalty.