The Importance Of Store Environment To Customer Satisfaction And Customer Loyalty Of Family Restaurant In Indonesia

Abstract

The development of the food and beverage industry is still one of the drivers of the economy in Indonesia. The food and beverage industry sector contributed 2.03% in 2020 at which time all countries were affected by Covid-19. Despite the Covid-19 outbreak, this industrial sector is a sector that has the potential to continue to be stimulated because it also makes a significant contribution to the country's economy so that it can make the country survive and not cause a crisis impact for the Indonesian state. It can be said that Ayam bakar Primarasa and Resto also plays a role in developing the economy in Indonesia. This study aims to determine how the effect of service quality, social enjoyment, cleanness, aesthetics, cost, and customer satisfaction on customer loyalty. The expected benefit of this research is to increase knowledge in the field of management, especially how much influence customer satisfaction has so that it can increase customer loyalty which in turn will increase customers of Ayam Bakar Primarasa Restaurant in Surabaya. This research uses causal research. The method in this study used is a quantitative method with data processing using SPSS software. Data collection was carried out by distributing questionnaires with a total of 148 respondents with the characteristics of male and female respondents aged 18-60 years, who lived in Surabaya, had consumed food and drink at the Ayam Bakar Primarasa in Surabaya directly (dine in) at least twice in the past year, as well as buying and trying other seafood dishes other than the Ayam bakar Primarasa Restaurant in Surabaya in the last three months.