FACTORS THAT INFLUENCE SATISFACTION LEVEL OF UNIVERSITY STUDENTS ON DINE EXPERIENCE AT IN-MALL RESTAURANT IN JAKARTA

Abstract

Since restaurant is a promising business, there are a lot of restaurants built, especially in Jakarta. Therefore, with thousands of restaurants in Jakarta, tight competition arises in this food and beverage business sector. This research aims to analyze the customer’s satisfaction on the restaurant by using the perspective of university students. This research has three independent variables which are food quality, service and store’s ambience with dependent variable customer satisfaction. The main focus of this research is to figure out to what extent food quality, service, and store’s ambience influence customer satisfaction level. The limitation of this research, the population is only university students in Jakarta, with male and female who had dine experience at in-mall restaurant at least once. In this research, researcher used quantitative analysis and working through questionnaire that have distributed to university students in specific university in Jakarta. To figure out the result, researcher adopting factor analysis as the way to measure the validity and reliability and after that researcher use Structural Equation Modeling as the method of hypotheses testing. Based on the result of the research through the survey of 327 respondents, it shows that the most influence factor that influence university students’ satisfaction level is service, the second is food quality and the third is ambience or atmosphere of the store.