The Influence of Restaurant Atmosphere on Customer Loyalty Through Hedonic Experience
Tanti Handriana; Anies Ratnapuspita Meyscha

Faculty of Economics and Business, Universitas Airlangga

Abstract

With the increasing income of Indonesian people and the existence of lifestyle changes impact on the existence of a restaurant which is not only a place to eat and drink, but also a place to gather, socialize and release fatigue, furthermore, followed by the number of restaurants offering more and more varied food, beverages, and entertainment. Similarly, the competition among restaurants is getting tougher. This study aims to analyze the influence of restaurant atmosphere on customer loyalty through hedonic experience. Restaurant atmosphere consists of design factor, ambient factor, and social factor. The sample in this study was 130 visitors. The analysis technique used is Structural Equations Model (SEM) with AMOS software. The research finding showed that design factor and social factor have significant effect on hedonic experience. Likewise hedonic experience has significant effect on customer loyalty. Meanwhile, the ambient factor has no effect on the hedonic experience. The findings of this study contribute to the development of the concept of hedonic experience, as well as beneficial to culinary practitioners.

Keywords: restaurant atmosphere, design factor, ambient factor, social factor, hedonic experience, loyalty

Topic: Marketing Management