PENGARUH ATMOSFIR RESTORAN TERHADAP PENGALAMAN DAN KEPUASAN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN PELANGGAN (Studi Kasus Dapur Dipo Diponegoro Pekanbaru)

Abstract

Advances in the lifestyle of people living in urban areas stimulate a shift in people's behavior in consuming products and services. This condition occurs due to economic growth that is increasingly positive, thus encouraging the stronger purchasing power of people in cities. So that today it is common for middle and upper class families to choose to eat together outside. This condition causes the growth in the number of culinary places to increase. One of the culinary places that experiences a positive trend is thematic restaurants. This study aims to examine the effect of  Dipo Dapur Restaurant Atmosphere on Purchasing Decisions mediated by the variable Customer Satisfaction and Customer Experience. The data used is primary data in the form of questionnaire results to 110 customers of Dipo Pekanbaru Kitchen. This research uses SEM PLS analysis method. The results of this study indicate that the influence of Kitchen Dipo Restaurant Atmosphere on Purchasing Decisions directly, indirectly the restaurant atmosphere also affects the purchasing decisions mediated by the variable experience and customer satisfaction