Effect of Dining Service Quality and Persuasion on Intention to Revisit with Lifestyle as a Moderating Variable Among Consumers of Alessa Public House Cafe in Binjai City

Abstract

This research aims to analyze effect of dining service quality and persuasion on intention to revisit with lifestyle as a moderating variable among consumers of Alessa Public House Cafe in Binjai City. The type of research used by the author is associative research with a quantitative approach. In this research, the population is all consumers who have visited Alessa Public House Cafe in Binjai City. Sampling technique in this research used purposive sampling. Population size of this study is not yet known with certainty and this study contained 27 statement items, so the number of samples taken is 135 respondents (27 x 5). Data analysis uses multiple regression analysis. The research results show that dining service quality has a significant effect on intention to revisit among consumers of Alessa Public House Cafe in Binjai City. Persuasion has a significant effect on intention to revisit among consumers of Alessa Public House Cafe in Binjai City. Lifestyle has no significant effect on intention to revisit among consumers of Alessa Public House Cafe in Binjai City. Lifestyle is able to moderate dining service quality on intention to revisit among consumers of Alessa Public House Cafe in Binjai City. Lifestyle is unable to moderate persuasion on intention to revisit among consumers of Alessa Public House Cafe in Binjai City. Keywords: Dining Service Quality, Persuasion, Intention to Revisit, Lifestyle