Abstract
The purpose of this paper is to investigate the influence of store atmosphere and food quality on the decision to choose traditional restaurants. The methodology used in the study is a quantitative research. The respondent of the study was 300 consumers in traditional restaurants which were chosen using nonprobability sampling method. A set of questionnaires were distributed to consumers of traditional restaurant in Bandung, Indonesia. The data were using regression analysis. From the study results found that store atmosphere and food quality affect the decision to choose a restaurant. The practical implication of this study is that restaurant owners should create a pleasant atmosphere and also provide good quality food in terms of health, freshness and variety of menus.
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