Antecedents of Traditional Food Lovers' Satisfaction at Food Courts in the East Jakarta Region

Abstract

The level of competition in the culinary sector continues to increase, both from national food businesses and the invasion of culinary company branches from abroad entering Indonesia. Customer satisfaction is the main key in winning the competition. The aim of this research is to examine the influence of food court aesthetics, customer emotions, and service quality on customer satisfaction at food courts in the East Jakarta area. This research succeeded in collecting data through a customer survey of 170 food court customers in Jakarta Timur Indonesia. The sampling method used in this research was convenience sampling. We use multiple regression analysis where customer satisfaction is the dependent variable and food court aesthetic factors, customer emotions, and the quality of service provided by the food court are exogenous variables. The collected data is then processed using the Smart PLS data processing tool. Partial Least Square measures two submodels, namely the outer measurement submodel or outer measurement model and the structural model or inner model or inner measurement submodel. The results of this research found that food court aesthetics, customer emotions, and service quality have a statistically significant effect on customer satisfaction. The implications and limitations of this research are also discussed in this article.