FACTORS THAT INFLUENCING CUSTOMER IN CHOOSING RESTAURANT IN BEKASI

Abstract

Restaurants can be easily found in big city like Bekasi because there are so many restaurant entrepreneurs are rising and some of them can not survive in high level of competition. This research aim to see factors such as: atmosphere, price, food quality, service and menu variety influencing buying decision of restaurant customers in Bekasi area. To know the factors which influencing expected that restaurant entrepreneur understand the behavior of restaurant customer in Bekasi. This research based on primary data collected from respondents by filling up structured questionnaire. Factor analysis used in statistical analysis method. Data analysis has been done using the SPSS software. Thus, to find the influences hypothesis testing and multiple regression analysis model applied. Based on the results through a survey using 348 respondents that ever been in restaurant, restaurant entrepreneurs need to focus more on food quality, menu variety and service because the three factors give the most significance positive impact on customer. The food quality and service should be maintained and improved and the menu variety should be provided too.