UPSCALE RESTAURANT
By
Faisal Ranggaputra.W
11403086
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION - HOTEL AND TOURISM MANAGEMENT concentration
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Faisal Rangga
Student Date
Approved by:
Made Widyatantri Merati SDs., MA.
Thesis Advisor Date
Dr. Nila K. Hidayat SE., MM.
Dean Date
THE EFFECT OF A RESTAURANT’S PHYSICAL
ENVIRONMENT ON CUSTOMER REPURCHASE BEHAVIOUR:
A CASE STUDY OF AN UPSCALE RESTAURANT By
Faisal Rangga
Made Widyatantri Merati S.Ds MA.
SWISS GERMAN UNIVERSITY
Food is one of the basic human needs. The fulfillment of food becomes absolute if people want to remain able to maintain the continuity of their life. The market of food has always played a central role in human's life, communities, communication, and culture. Restaurant is a business which prepares and serves food and drinks to customers in exchange for money, either paid before the meal or after the meal. Restaurants vary greatly in appearance and offerings, including a wide variety of cuisines and service models starting from inexpensive fast food restaurants to high-priced luxury establishment. This research is aimed to know the influence of Physical Environment on Customer Repurchase Behavior by applying Multiple Regression Analysis. This method is to enable understanding the relationship between the Physical Environment on Customer Repurchase Behavior
Keywords: Physical Environment, Customer Repurchase Behavior
© Copyright 2019 by Faisal Rangga All rights reserved
DEDICATION
I dedicate this work to myself, family, lectures and relatives.
ACKNOWLEDGEMENTS
First and foremost, to the one who listens to my prayer every night, thank you.
To the most important people in my life: my family. Thank you for the constant support and endless advice that made me who I am today.
To Mrs. Tantri Merati as my advisor who has been nothing but helpful these past months. Thank you for your guidance and the continuous feedback so that my thesis is finally complete. Also, thank you to the Hotel and Tourism Department for the support since 2014.
To my SGU BATCH 2014 and 2015 family especially the faces I met every day for the past 4 years;Tasya, Afif, Angky, Rivani, Falah, Bagus, Rhazhes, Fathurrayhan, Prithvi, Gede Rama, Rian, Rifqi, Prasetyo, Adit, Yessie
To Ales; a good friend that I cherish. Thank you for being a good listener and always giving me your advice and for making me look at things differently.
Finally, to everyone else whose name isn’t mentioned here; thank you to you too!
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
TABLE OF CONTENTS ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
CHAPTER 1 – INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research Problem ... 15
1.3 Research Question ... 16
1.4 Research Objectives ... 16
1.5 Scope and Limitation ... 17
1.6 Significant of Study ... 17
CHAPTER 2 - LITERATURE REVIEW ... 18
2.1 Framework of Thinking ... 18
2.1.1 Restaurant ... 19
2.1.2 Marketing Mix ... 20
2.1.3 Atmospherics / Physical Environment ... 22
2.1.3.1 Facility Aesthetics ... 23
2.1.3.2 Ambience ... 24
2.1.3.3 Layout ... 25
2.1.3.4 Table Settings ... 25
2.1.3.5 Lighting ... 26
2.1.3.6 Service Staff ... 26
2.1.4 Customer ... 27
2.1.5 Consumer Buying Behaviour ... 28
2.1.5.1 Consumer Buying Decision ... 29
2.1.5.1.1 Customer Repurchase Behaviour ... 30
2.2 Previous Study ... 33
CHAPTER 3 - RESEARCH METHODS ... 38
3.1 Type of Study ... 38
3.2 Unit Analysis ... 39
3.3 Population and Sampling Method ... 39
3.3.1 Population ... 39
3.3.2 Sampling ... 39
3.3.3 Sampling Method ... 40
3.4 Type of Data & Collection of Data ... 41
3.5 Research Model ... 42
3.6 Questionnaire Structure ... 42
3.7 Variable Operationalization ... 44
3.8 Data Analysis Technique ... 48
3.8.1 Pre – Test ... 48
3.8.2 Reliability ... 48
3.8.3 Validity ... 49
3.8.4 Post – Test ... 49
3.8.5 Normality test ... 50
3.8.6 Heteroscedasticity Test ... 50
3.8.7 Multicollinearity Test ... 50
3.8.8 Multiple Linear Regression Analysis ... 51
CHAPTER 4 – RESULT AND DISCUSSION ... 52
4.1 Company Background ... 52
4.2 Respondent Profiles ... 53
4.2.1 Gender ... 53
4.2.2 Age ... 54
4.2.3 Monthly Income / allowances ... 55
4.3 Validity and Reliability Pre – Test Results ... 56
4.3.1 Facility aesthetics ... 56
4.3.2 Ambience ... 57
4.3.3 Layout ... 58
4.3.4 Table Settings ... 59
4.3.5 Lighting ... 60
4.3.6 Service Staff ... 61
4.3.7 Customer Repurchase Behaviour ... 62
4.4 Post – Test ... 62
4.4.1 Validity and Reliability Post – Test Results ... 62
4.4.1.5 Lighting ... 65
4.4.1.6 Service Staff ... 65
4.4.1.7 Customer Repurchase Behavior ... 66
4.4.2 Normality Test ... 67
4.4.3 Heteroscedasticity ... 67
4.4.4 Multicollinearity Test ... 68
4.4.5 Multiple Linear Regression Test ... 69
4.4.5.1 ANOVA Result ... 69
4.4.5.2 Hypothesis Testing ... 69
4.4.5.3 Model Summary ... 72
CHAPTER 5 – CONCLUSION AND RECOMMENDATION... 73
5.1 Conclusion ... 73
5.2 Managerial Implications ... 73
5.3 Future Research ... 74
GLOSSARY... 75
REFERENCE ... 76
APPENDICES ... 87
Appendix 1 – Questionnaire ... 87
Appendix 2 - Data Tabulation Pre – Test ... 94
Appendix 4 – R table for Validity Pre – Test and Post – Test ... 98
Appendix 5 – T Table for Hypothesis Test ... 99
CURRICULUM VITAE ... 100
