THE INFLUENCE OF SERVICE QUALITY, PRICE AND ENVIRONMENT TOWARDS CUSTOMER SATISFACTION OF RESTAURANT IN BANDUNG (A STUDY CASE OF KARNIVOR RESTAURANT)

Abstract

The restaurant industry in Indonesia has developed significantly, affecting the increase in number of restaurants and level of competition within the industry. The decreasing of visitors in Karnivor Restaurant in Bandung for the period January - December 2014 becomes a concern for the researcher to find the determinant factors. Previous researches deemed customer satisfaction as important for restaurant. Thus, this study’s objective is to find the influence between service quality, price and environment towards customer satisfaction in the restaurant industry. Data was collected using questionnaire distributed in Karnivor Restaurant. Ultimately, the research sample consisted of 150 customers that selected by nonprobability sampling. The primary data were analyzed by using multiple regression analysis. Based on the result, there are 3 (three) that significantly influence customer satisfaction which are service quality, price and environment. When all variables measured altogether, it has value of 0.000 for service quality, 0.044 for price and 0.000 for environment. Service quality and environment are the biggest influence to customer satisfaction in this case. Restaurant should pay more attention to the quality of its service, price and environment to gain a higher level of satisfaction.