THE INFLUENCE OF RESTAURANT ATMOSPHERE, LOCATION AND CUSTOMER PERCEPTION TOWARD CUSTOMER BUYING INTENTION AT NEW AYAM BANDUNG MEGAMAS MANADO

SIAHU, RICKY SILVESTER and Koleangan, Ch. Adrie and Korompis, Merry Jeanned' Arc (2019) THE INFLUENCE OF RESTAURANT ATMOSPHERE, LOCATION AND CUSTOMER PERCEPTION TOWARD CUSTOMER BUYING INTENTION AT NEW AYAM BANDUNG MEGAMAS MANADO. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.

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Abstract

Buying intention is customer behavior that shows the extent of his commitment to make a purchase. The needs and desires of customer for goods and services develop from time to time and influence their behavior in product purchases. The stage of the respondents' tendency to act before the buying decision is actually implemented is called buying intention.
The purpose of this research is to know how significant is the restaurant atmosphere, location, and customer perception towards customer buying intention at New Ayam Bandung Megamas Manado. In order for this purpose to be achieved it takes the theoretical basis and also the data that will be analyzed by using linear regression method multiple, by calculating the F-test results 97,554 > 2,14 means the store restaurant, location, and customer perception have significant influence towards buying intention , the result of R2 which has strong contribution. And T-test shows Restaurant Atmosphere 12,676, Location 12,201, and Customer Perception -13,285.
That means, restaurant atmosphere, location, and customer perception have an significant influence toward customer buying intention towards New Ayam Bandung Megamas Manado.
Keywords : Restaurant Atmosphere, Location, Customer Perception and Customer Buying Intention

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Thesis (Skripsi)

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