THE IMPACT OF DINING ATMOSPHERE, TASTE AND PRICE SUITABILITY TOWARDS CUSTOMER PERCEIVED VALUE (A CASE OF ICHIBAN SUSHI AYANI MEGAMALL PONTIANAK)

Abstract

ABSTRACT

The purpose of this study was to analyze the effect of Dining Atmosphere, Taste and Price Suitability Towards Customer Perceived Value. The development of the food and beverage industry in Indonesia is remarkable. This is because eating and drinking are not just basic needs, but have become part of people's lifestyles. Food represents the history, traditions and culture of a society. The emergence of various foreign restaurants is received enthusiastically by the public because foreign restaurants tend to be more convenient and attractive. From this point we can see that Customer Perceived Value plays an important factor in every industry, especially in the food and beverage industry. This research started in April and was completed in June. This research was conducted in the Pontianak area with a sample of 100 participants. This study uses a quantitative approach with Multiple Linear Regression data analysis method and the help of IBM SPSS Statistics 25 Application. The hypothesis in this study is H1: Dining Atmosphere has a positive and significant effect on Customer Perception Value. H2: Taste has a positive and significant effect on Customer Perception Value. H3: Price Suitability has a positive and significant effect on Customer Perception Value. H4: Dining Atmosphere, Taste, and Price Suitability have a significant effect on Customer Perception Value simultaneously. The results showed that H2, H3, and H4, were accepted but H1 was rejected.

Keywords: Dining Atmosphere, Taste, Price Appropriateness, Customer Perception Value.

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