ANALYZING FACTORS AFFECTING MILLENIAL SELECTION OF FULL-SERVICE RESTAURANT IN MAKASSAR

Abstract

Purpose: The objective of this study is to find the influence of physical environment quality, service quality and food quality, on experiential value and to customer satisfaction in terms of full – service restaurant selection in Makassar. Design/Methodology/Approach: This study used quantitative method that applied Structural Equation Modeling (SEM). The primary data was collected from 205 respondents who filled questionnaires that consist of 34 measurement items, their gender, age, occupation, last education, monthly income, respondents are coming from people who have tried restaurant Makassar for the last 3 months and they must be millennial. The data were tested its validity regarding the face, content, and construct validity, Cronbach’s Alpha was used and resulted to be valid and reliable. Findings: This study found that physical environment quality positively affecting the experiential value, service quality positively affecting experiential value, and food quality positively affecting experiential value. Experiential value positively affecting customer satisfaction Originality/Value: To the extent of authors knowledge. This study is believe to be first conducted with this framework and with object of study in Indonesia,