FAKTOR-FAKTOR YANG BERKONTRIBUSI DALAM MEMILIH RESTORAN DI MINAHASA UTARA

Ernest Matindas

doi:10.60090/kjm.v1i1.446.1-10

Ernest Matindas Fakultas Ekonomi dan Bisnis Universitas Klabat

DOI: https://doi.org/10.60090/kjm.v1i1.446.1-10

Abstract

The growth in the number of restaurants in North Minahasa was not followed by the ability of the restaurant to retain customers, whereas it is very important for a restaurant to understand the preferences of diners in choosing restaurant. This study aims to determine the factors that contribute to customer’s selection of restaurants in Minahasa Utara. The analysis is generally carried out in two stages, first by conducting interviews that get 32 variables and distributing questionnaires that get 374 respondents and the second stage is by categorizing these variables into the main variables using Exprolatory Factor Analysis. The analysis shows that there are eight main factors contribute to customer’s selection of restaurants, namely (1) service quality, (2) atmosphere, (3) presentation, (4) delicacy, (5) price fairness, (6) famous, ( 7) Availability of package menus, as well as (8) menus for children.

Banyaknya rumah makan hadir di Minahasa Utara tidak diimbangi dengan kemampuan rumah makan untuk tetap bertahan, sedangkan sangatlah penting bagi para pemilik atau pengelola rumah makan untuk memahami preferensi pengunjung dalam memilih rumah makan. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang berkontribusi dalam pemilihan rumah makan di Minahasa Utara. Analisa secara umum dilakukan dua tahap, pertama dengan mengadakan wawancara yang mendapatkan 32 variabel dan pendistribusian angket yang mendapatkan 374 responden dan tahap kedua adalah dengan mengkategorikan variabel-variabel tersebut ke dalam variabel utama menggunakan Exprolatory Faktor Analysis. Hasil analisa menunjukan terdapat delapan faktor utama berkontribusi pada pemilihan pada sebuah rumah makan oleh pengunjung yaitu (1) Kualitas layanan, (2) Suasana, (3) Penyajian, (4) Kelezatan, (5) Kewajaran Harga, (6) Terkenal, (7) Ketersediaan menu paket, serta adanya (8) Menu untuk anak-anak.

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