PENGARUH ATMOSFER PADA PERCEIVED RESTAURANT AUTHENTICITY DAN WORD OF MOUTH DI TOM SUSHI

Cindy Harayanti(1*), Meylani Tuti(2),

(1) STIE Pariwisata Internasional (STEIN), Jakarta
(2) STIE Pariwisata Internasional (STEIN), Jakarta
(*) Corresponding Author

Abstract


The purpose of this study was to determine the effect of the atmosphere on the perceived authenticity of the restaurant and word of mouth. The population in this study were customers of Tom Sushi Restaurant in April–June 2022. The sample used in this study was 215 respondents using a purposive sampling method with questionnaires that had been tested for validity and reliability. Data analysis using SEM with Lisrel 8.80 The results of this study indicated that social factors had no significant effect on perceived restaurant authenticity and design factors  had  no  significant  effect on perceived  restaurant authenticity.  Meanwhile,  environmental  factors  had  a  significant  effect  on  perceived  restaurant  authenticity.  On  the  other hand, perceived restaurant authenticity had a significant effect on word of mouth. 

 

Tujuan dari penelitian ini adalah untuk penelitian ini bertujuan untuk menganalisis dan Tujuan  penelitian  ini  adalah  untuk  mengetahui  pengaruh  atmosfer  pada  keaslian  restoran yang dirasakan dan dari mulut ke mulut. Populasi dalam penelitian ini adalah pelanggan Res- toran Tom Sushi pada bulan April–Juni 2022. Sampel yang digunakan dalam penelitian ini sebanyak 215 responden menggunakan metode purposive sampling dengan kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data menggunakan SEM dengan Lisrel 8.80 Hasil penelitian ini menunjukkan faktor sosial tidak berpengaruh signifikan pada perceived restaurant authenticity dan faktor desain tidak berpengaruh signifikan pada perceived restaurant  authenticity.  Sementara  itu  faktor  lingkungan  berpengaruh  signifikan  pada  perceived restaurant authenticity. Di sisi lain, perceived restaurant authenticity berpengaruh signifikan pada perceived restaurant authenticity. 


Keywords


Social factors, design factors, ambient factors, perceived restaurant authenticity, word of mouth.

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DOI: https://doi.org/10.38076/ideijeb.v3i2.116

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