THE INFLUENCE OF BRAND IMAGE AND RESTAURANT ATTRIBUTES TOWARDS CUSTOMER SATISFACTION AT PEKKIO RESTAURANT

Abstract

In this globalization era, food service industry businesses such restaurant that provide the basic of human needs have been well developed. The development of food industry has given a huge contribution to the social and environment aspects (Franceschelli et al., 2018). Pekkio restaurant is one of the restaurants in Surabaya that sell Singapore chinese cuisine in Pakuwon Mall Surabaya. In order to survive in this industry, Pekkio restaurant continuously develop their performance to increase the customer satisfaction. With the purpose of finding out the factors that influence customer satisfaction, this research aims to discover whether brand image, food quality, service quality, and atmospherics have significant influence towards the customer satisfaction of Pekkio restaurant. Therefore, the researcher conducted an online survey that are distributed to the samples using a 5-point Likert-scale. The population is unknown thus, the researcher use a special method from Roa (2016) and the sample was decided to be 97. Then, the obtained data was analysed using Multiple Linear Regression. The result shows that food quality and service quality have significant influence towards customer satisfaction of Pekkio restaurant. However, brand image and atmospherics did not significantly influence customer satisfaction at Pekkio restaurant . Albeit, there are positive relationship between variable brand image towards customer satisfaction of Pekkio restaurant and atmospherics towards customer satisfaction of Pekkio restaurant.