PENGARUH CITRA RESTORAN TERHADAP BEHAVIORAL INTENTION DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan Restoran di Seluruh Wilayah Kabupaten Karanganyar)
Abstract
The objective of the research to analyses (1) effect of restaurant image
to behavioral intention, (2) effect of restaurant image to customer satisfaction,
(3) effect customer satisfaction to behavioral intention, (4) effect of restaurant
image to behavioral intention, through customer satisfaction as the mediating
variable. Population on this research are all customer of restaurant in
Karanganyar. The samples of this research consist of 100 respondent, taken
with accidental sampling. To test the hypothesis, the researcher using the
path analysis. Result of this research reveals that (1) restaurant image have
significance effect to behavioral intention; (2) restaurant image have
significance effect to customer satisfaction; (3) customer satisfaction have
significance effect to behavioral intention; (4) effect of restaurant image to
behavioral intention mediated by customer satisfaction. The conclusion of
this research that all hypothesis are supported.
Keywords: restaurant image, customer satisfaction, behavioral intentions
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