THE EFFECT OF QUALITY DIMENSIONS ON CUSTOMER PERCEIVED VALUE, RESTAURANT IMAGE, CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS (STUDY ON THE WANG XING RESTO).
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THE EFFECT OF QUALITYDIMENSIONS ONCUSTOMER PERCEIVED VALUE,
RESTAURANTIMAGE, CUSTOMER
SATISFACTIONANDBEHAVIORALINTENTIONS
(STUDY ON THEXING WANG RESTO)
THESIS
To Complete Tasks and Requirements in Order to Achieve a Degree in
Economics
Management Department SebelasMaret University
By :
ODYSIUSOCTAVIA RIKA
NIM.F0211078
FACULTY OF ECONOMICSANDBUSINESS
MANAGEMENTDEPARTMENT
SEBELAS MARET UNIVERSITY
2015
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ABSTRACT
THE EFFECT OF QUALITY DIMENSIONS ON CUSTOMER PERCEIVED VALUE,
RESTAURANT IMAGE, CUSTOMER SATISFACTION AND BEHAVIORAL
INTENTIONS
(STUDY ON THE WANG XING RESTO)
ODYSIUSOCTAVIA RIKA
F0211078
Restaurantbusinessisone
of
thepromising
businessesinIndonesia,
particularlyinthe cityof Solo. This is becauseone of the characteristicsof
Soloidenticalwithculinaryhobbythatcanbe
seenwiththe
rise
ofthe
culinarybusinessinthe
cityof
Solo,
such
asopening
GALABOorGladagLangenboganSolo. It is also followed by increasing the number of
Chinese food restaurant in Solo.
This studydiscussestheeffectof qualitydimensions oncustomer perceived
value,
restaurantimage,
customer
satisfactionandbehavioralintentionsconductedinXingWangResto,thenewChinese
foodrestaurantandstillneed a lot ofimprovementin them.
In connectionwiththe researchobjectivesandtodeterminewhat needstobe
improvedinXingWangResto, the author analyze byhypothesis testingandanalysisby
usingHOQ. Populationsinthis study are allChinese foodrestaurant’s customers,
whilethe
samplein
this
studyis
customerswhohavemade
a
purchaseatXingWangrestaurantwith a sample sizeof185respondents. The
samplingtechniqueinthisstudy
isusingpurposivesampling.
Then
testinghypothesesandmaking
ofHOQbyusingquestionnaires,
interviews,
andobservations.
The resultsofhypothesisanalysis: quality of physicalenvironment and
servicequalityhas not positiveinfluenceonrestaurantimageandcustomer perceived
value. Food quality has a positive influence on restaurant image and customer
perceived value.Quality of physical environment, food quality, and service quality
together have not positive influence on restaurant image. Quality of physical
environment, food quality, and service quality together have positive influence on
customer perceived value. Restaurantimagehas notpositiveinfluenceoncustomer
satisfaction. Restaurant Image has positive influence on customer perceived
value.Customer perceived value and halal/haramhavepositiveinfluenceoncustomer
satisfaction. Restaurant image and customer perceived value together have positive
influence
on
customer
satisfaction,andcustomer
satisfactionhasa
positiveinfluenceonbehavioralintention. The result of analysisHOQ can be
usedforXingWangRestotoimproveperformanceparticularly
in
relation
toits
employees.
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Keyword: Quality of Physical Environment, Food Quality, Service Quality,
Restaurant Image, Customer Perceived Value, Customer Satisfaction, Halal or
Haram, Behavioral Intentions, House of Quality.
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MOTTO
God nevergivesproblem more than the power ofHis children.
IbelieveIwas borninthis worldnottobean ordinary person, butIwas born in this
world to completeHis plan are greatandmagical for me.
There
is
nothing
thatshould
excessiveregrettable,
becauseeverythingis
happenstomakeusbetter.
Neverworryaboutyour future, becauseGodhas setall the bestfor you.
Just do your best for everything!!! And believe, Jesus will make it perfect!!!
Jesus always bless and love me..and I love Him so much
commit to user
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digilib.uns.ac.id
DEDICATIONPAGE
This thesisdedicatespecialfor:
My beloved Father in this world, Jesus Christ.
Thank you for everything Dad.
My lovelyparents, thank youforyour love, prayers,
andsupportarealwaysgiven forme.
My sister..I love youche.
My belovedboyfriend, thanks always love me,
alwaysbe myspirit, and alwayscompletemy life. I
love you o’oh.
My bestfriends, thanks forallbeb.
Allofmy friends.
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Thanks to:
Praise and gratitude the author prayed to Jesus Christ, who always bless, so finally
can finish this thesis. The author is dedicated to:
Jesus Christ to all His blessings to me, so I can complete this thesis.
To my parents, especially my mom ..thanks for everything .. for prayer,
support, love, and patience in the face of all selfishness. Mom, finally I fulfill
my promises..always do my best in every step of my life.
My lovely sister ..che finally, I can catch up you .. thx for your support. Love u
che.
My beloved boyfriend ... o’oh thanks for all your support..finally, nonik can
complete my thesis..thx always patient with all my selfishness when I work
my thesis. I love you o’oh.
My bestfriends Yohana and Ista, finally as we promise ..Graduation together!
Tegar, quickly follow us! Fighting!!!
All my operations management classmates. “Trio Kwek-Kwek”. Aryo and
Amira. Although just three persons, we are actually very compact! Fighting!!!
All of my friends, management 2011 especially Management C, thx all
memories during college, was really impressive!!! Management 2011 is the
best!!!
Solo, March 2015
commit to user
Odysiusoctavia Rika
perpustakaan.uns.ac.id
digilib.uns.ac.id
PREFACE
Gratitude the author prayed to God the Almighty, who has given the blessing
and grace, so that I can finish the thesis with the title "THE EFFECT OF QUALITY
DIMENSIONS ONCUSTOMER PERCEIVED VALUE, RESTAURANT IMAGE,
CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS (STUDY ON THE
WANG XING RESTAURANT). "This thesis as one of the requirements to achieve a
Bachelor of Economics Management Department at Faculty of Economics and
Business, SebelasMaret University Surakarta.
In this moment I would like to express sincere gratitude and appreciation to all
parties who have helped either directly or indirectly, until I can finish my thesis.
Gratitude and sincere appreciation I give to:
1. Dr. WisnuUntoro, MS. as the Dean of the Faculty of Economics and
Business UNS.
2. Dr. Hunik Sri RuningSavitri,MSi. As Chairman of the Department of
Management, Faculty of Economics and Business UNS.
3. Drs. Yong Dirgiatmo, M.Sc. As a thesis supervisor who has a lot of spare
time in order to provide guidance and instruction are very useful in the
preparation of this thesis.
4. YeniFajariyanti SE, MSi. as Academic Advisors who has helped during the
process of studying at the Faculty of Economics and Business UNS.
5. Mr. Ricky Veranata and Ms. YulianaKurniadewi as management Xing Wang
Restaurant.
6. Lecturers at FEB UNS and all employees of the UNS.
7. All those who have helped that
cannot
be mentioned one by one.
commit
to user
perpustakaan.uns.ac.id
The
author
digilib.uns.ac.id
recognizethatthere
arestillmanyshortageinthis
thesis,
thereforeanyfeedback,criticisms, and suggestionswillmakeitmoremeaningful.
Finally,the authorhopes thatthis papercan be useful forall those who need.
Surakarta, March 2015
The Author
Odysiusoctavia Rika
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TABLE OF CONTENTS
Page
TITLE PAGE ..................................................................................................... i
APPROVAL PAGE ........................................................................................... ii
ENDORSEMENT PAGE.................................................................................... iii
MOTTO PAGE ..................................................................................................iv
DEDICATION PAGE ......................................................................................... v
PREFACE .........................................................................................................vi
TABLE OF CONTENTS .................................................................................... vii
LIST OF TABLES ............................................................................................. xii
LIST OF FIGURES............................................................................................ xiv
ABSTRACT....................................................................................................... xv
CHAPTER I INTRODUCTION ........................................................................... 2
A. Research Background............................................................................ 2
B. Problem Formulation.............................................................................. 5
C. Purpose Study ....................................................................................... 5
D. Research Benefits.................................................................................. 6
E. Research Framework............................................................................. 7
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CHAPTER II ANALYSIS REFERENCES .......................................................... 9
A. Review of Literature ............................................................................... 9
1. Service ....................................................................................... 9
2. Quality Dimensions..................................................................... 10
3. Customer Perceived Value ......................................................... 16
4. Restaurant Image ....................................................................... 17
5. Customer Satisfaction ................................................................ 18
6. Behavioral Intentions .................................................................. 18
7. Halal/Haram ............................................................................... 20
B. Hypothesis Development ....................................................................... 21
1. Hypothesis 1............................................................................... 21
2. Hypothesis 2............................................................................... 22
3. Hypothesis 3............................................................................... 24
4. Hypothesis 4............................................................................... 24
5. Hypothesis 5............................................................................... 24
6. Hypothesis 6............................................................................... 24
7. Hypothesis 7............................................................................... 25
8. Hypothesis 8............................................................................... 26
CHAPTER III RESEARCH METHODS.............................................................. 27
A. Research Design ................................................................................... 27
B. Population, Sampling, and Sampling Techniques .................................. 27
1. Population .................................................................................. 27
2. Sample ....................................................................................... 28
3. Sampling Techniques ................................................................. 28
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C. Variable Measurement and Operational Definitions................................ 29
1. Quality Dimensions..................................................................... 29
2. Restaurant Image ....................................................................... 31
3. Customer Perceived Value ......................................................... 31
4. Halal/Haram ............................................................................... 31
5. Customer Satisfaction ................................................................ 32
6. Behavioral Intentions .................................................................. 32
D. Data Sources ......................................................................................... 33
1. Primer Data ................................................................................ 33
2. Secondary Data.......................................................................... 33
E. Data Collection Methods ........................................................................ 33
1. Questionnaire ............................................................................. 33
2. Direct Observation...................................................................... 34
3. Interview..................................................................................... 34
F. Methods of data Analysis ....................................................................... 34
1. Descriptive Analysis ................................................................... 34
2. Instruments Research Testing .................................................... 35
3. Hypothesis Test.......................................................................... 36
4. House of Quality......................................................................... 38
CHAPTER IV DATA ANALYSIS AND DISCUSSION........................................ 41
A. Overview Xing Wang Restaurant ........................................................... 41
B. Data Analysis and Discussion ................................................................ 43
1. Descriptive Analysis ................................................................... 43
a. Characteristic of Respondents ........................................ 44
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b. Respondent’s
Response
Each Variable .......................... 46
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2. Instrument Research Testing...................................................... 54
a. Validity Test .................................................................... 54
b. Reliability Test................................................................. 56
3. Hypothesis Test.......................................................................... 57
a. Hypothesis 1a ................................................................. 57
b. Hypothesis 1b ................................................................. 59
c. Hypothesis 1c ................................................................. 60
d. Hypothesis 1d ................................................................. 61
e. Hypothesis 2a ................................................................. 62
f.
Hypothesis 2b ................................................................. 64
g. Hypothesis 2c ................................................................. 64
h. Hypothesis 2d ................................................................. 66
i.
Hypothesis 3 ................................................................... 67
j.
Hypothesis 4 ................................................................... 68
k. Hypothesis 5 ................................................................... 69
l.
Hypothesis 6 ................................................................... 70
m. Hypothesis 7 ................................................................... 71
n. Hypothesis 8 ................................................................... 72
4. House of Quality Analysis........................................................... 73
a. Customer Requirements (CR)......................................... 73
b. Level of Importance Customer Requirements ................. 74
c. Technical Requirement (TR) ........................................... 76
d. Relationship Between CR and TR................................... 80
e. Determination Standard Size of Technical Requirement . 81
f.
Analysis Difficulty of Technical Requirement................... 84
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g. Analysis Synergy or Conflict in Technical Requirement... 87
CHAPTER V CONCLUSION AND RECOMMENDATION ................................. 90
A. Conclusions ........................................................................................... 90
B. Research Limitations.............................................................................. 92
C. Suggestions ........................................................................................... 92
REFERENCES .................................................................................................. 94
APPENDIX
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LIST OF TABLE
Table
Page
IV.1Descriptionof Respondents byFrequency ofVisit ......................................... 44
IV.2Description ofRespondents byGender ......................................................... 44
IV.3Descriptionof Respondents byAge .............................................................. 45
IV.4Description ofRespondents byEducation Level............................................ 45
IV.5Descriptionof Respondents byIncome Level................................................ 46
IV.6 Respondent’s Response about Quality of Physical Environment................ 47
IV.7 Respondent’s Response about Food Quality.............................................. 48
IV.8 Respondent’s Response about Service Quality.......................................... 49
IV.9 Respondent’s Response about Restaurant Image...................................... 50
IV.10 Respondent’s Response about Customer Perceived Value...................... 51
IV.11 Respondent’s Response about Halal/Haram Product............................... 52
IV.12 Respondent’s Response about Customer Satisfaction ............................. 53
IV.13 Respondent’s Response about Behavioral Intentions............................... 54
IV.14 Result of Validity Test............................................................................... 55
IV.15 Result of Reliability Test ........................................................................... 57
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IV.16 Result of Hypothesis 1a............................................................................ 58
IV.17 Result of Hypothesis 1b............................................................................ 59
IV.18 Result of Hypothesis 1c............................................................................ 60
IV.19 Result of Hypothesis 1d............................................................................ 61
IV.20 Result of Hypothesis 2a............................................................................ 63
IV.21 Result of Hypothesis 2b............................................................................ 64
IV.22 Result of Hypothesis 2c............................................................................ 65
IV.23 Result of Hypothesis 2d............................................................................ 66
IV.24 Result of Hypothesis 3.............................................................................. 67
IV.25 Result of Hypothesis 4.............................................................................. 68
IV.26 Result of Hypothesis 5.............................................................................. 69
IV.27 Result of Hypothesis 6.............................................................................. 70
IV.28 Result of Hypothesis 7.............................................................................. 71
IV.29 Result of Hypothesis 8.............................................................................. 72
IV.30 Customer Requirement ............................................................................ 73
IV.31 Level of Importance Customer Requirement ............................................ 75
IV.32 Technical Requirement............................................................................. 77
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LIST OF FIGURE
Figure
Page
I.1 Research Framework ........................................................................... 7
II.1 Framework........................................................................................... 15
II.2 Research Framework .......................................................................... 21
IV.1 House of Quality................................................................................. Appendix
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APPENDIX
Appendix 1 Research Certificate
Appendix 2 Raw Data of Questionnaire
Appendix 3 Validity and Reliability Quality of Physical Environment
Appendix 4 Validity and Reliability Food Quality
Appendix 5 Validity and Reliability Service Quality
Appendix 6 Validity and Reliability Restaurant Image
Appendix 7 Validity and Reliability Customer Perceived Value
Appendix 8 Validity and Reliability Halal/Haram
Appendix 9 Validity and Reliability Customer Satisfaction
Appendix 10 Validity and Reliability Behavioral Intentions
Appendix 11 Result of Hypothesis 1A
Appendix 12 Result of Hypothesis 1B
Appendix 13 Result of Hypothesis 1C
Appendix 14 Result of Hypothesis 1C
Appendix 15 Result of Hypothesis 2A
Appendix 16 Result of Hypothesis 2B
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Appendix 17 Result of Hypothesis 2C
Appendix 18 Result of Hypothesis 2D
Appendix 19 Result of Hypothesis 3
Appendix 20 Result of Hypothesis 4
Appendix 21 Result of Hypothesis 5
Appendix 22 Result of Hypothesis 6
Appendix 23 Result of Hypothesis 7
Appendix 24 Result of Hypothesis 8
Appendix 25 Instrument Matrix
Appendix 26 Instrument HOQ
House of Quality
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THE EFFECT OF QUALITYDIMENSIONS ONCUSTOMER PERCEIVED VALUE,
RESTAURANTIMAGE, CUSTOMER
SATISFACTIONANDBEHAVIORALINTENTIONS
(STUDY ON THEXING WANG RESTO)
THESIS
To Complete Tasks and Requirements in Order to Achieve a Degree in
Economics
Management Department SebelasMaret University
By :
ODYSIUSOCTAVIA RIKA
NIM.F0211078
FACULTY OF ECONOMICSANDBUSINESS
MANAGEMENTDEPARTMENT
SEBELAS MARET UNIVERSITY
2015
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to user
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ABSTRACT
THE EFFECT OF QUALITY DIMENSIONS ON CUSTOMER PERCEIVED VALUE,
RESTAURANT IMAGE, CUSTOMER SATISFACTION AND BEHAVIORAL
INTENTIONS
(STUDY ON THE WANG XING RESTO)
ODYSIUSOCTAVIA RIKA
F0211078
Restaurantbusinessisone
of
thepromising
businessesinIndonesia,
particularlyinthe cityof Solo. This is becauseone of the characteristicsof
Soloidenticalwithculinaryhobbythatcanbe
seenwiththe
rise
ofthe
culinarybusinessinthe
cityof
Solo,
such
asopening
GALABOorGladagLangenboganSolo. It is also followed by increasing the number of
Chinese food restaurant in Solo.
This studydiscussestheeffectof qualitydimensions oncustomer perceived
value,
restaurantimage,
customer
satisfactionandbehavioralintentionsconductedinXingWangResto,thenewChinese
foodrestaurantandstillneed a lot ofimprovementin them.
In connectionwiththe researchobjectivesandtodeterminewhat needstobe
improvedinXingWangResto, the author analyze byhypothesis testingandanalysisby
usingHOQ. Populationsinthis study are allChinese foodrestaurant’s customers,
whilethe
samplein
this
studyis
customerswhohavemade
a
purchaseatXingWangrestaurantwith a sample sizeof185respondents. The
samplingtechniqueinthisstudy
isusingpurposivesampling.
Then
testinghypothesesandmaking
ofHOQbyusingquestionnaires,
interviews,
andobservations.
The resultsofhypothesisanalysis: quality of physicalenvironment and
servicequalityhas not positiveinfluenceonrestaurantimageandcustomer perceived
value. Food quality has a positive influence on restaurant image and customer
perceived value.Quality of physical environment, food quality, and service quality
together have not positive influence on restaurant image. Quality of physical
environment, food quality, and service quality together have positive influence on
customer perceived value. Restaurantimagehas notpositiveinfluenceoncustomer
satisfaction. Restaurant Image has positive influence on customer perceived
value.Customer perceived value and halal/haramhavepositiveinfluenceoncustomer
satisfaction. Restaurant image and customer perceived value together have positive
influence
on
customer
satisfaction,andcustomer
satisfactionhasa
positiveinfluenceonbehavioralintention. The result of analysisHOQ can be
usedforXingWangRestotoimproveperformanceparticularly
in
relation
toits
employees.
commit to user
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digilib.uns.ac.id
Keyword: Quality of Physical Environment, Food Quality, Service Quality,
Restaurant Image, Customer Perceived Value, Customer Satisfaction, Halal or
Haram, Behavioral Intentions, House of Quality.
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MOTTO
God nevergivesproblem more than the power ofHis children.
IbelieveIwas borninthis worldnottobean ordinary person, butIwas born in this
world to completeHis plan are greatandmagical for me.
There
is
nothing
thatshould
excessiveregrettable,
becauseeverythingis
happenstomakeusbetter.
Neverworryaboutyour future, becauseGodhas setall the bestfor you.
Just do your best for everything!!! And believe, Jesus will make it perfect!!!
Jesus always bless and love me..and I love Him so much
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DEDICATIONPAGE
This thesisdedicatespecialfor:
My beloved Father in this world, Jesus Christ.
Thank you for everything Dad.
My lovelyparents, thank youforyour love, prayers,
andsupportarealwaysgiven forme.
My sister..I love youche.
My belovedboyfriend, thanks always love me,
alwaysbe myspirit, and alwayscompletemy life. I
love you o’oh.
My bestfriends, thanks forallbeb.
Allofmy friends.
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Thanks to:
Praise and gratitude the author prayed to Jesus Christ, who always bless, so finally
can finish this thesis. The author is dedicated to:
Jesus Christ to all His blessings to me, so I can complete this thesis.
To my parents, especially my mom ..thanks for everything .. for prayer,
support, love, and patience in the face of all selfishness. Mom, finally I fulfill
my promises..always do my best in every step of my life.
My lovely sister ..che finally, I can catch up you .. thx for your support. Love u
che.
My beloved boyfriend ... o’oh thanks for all your support..finally, nonik can
complete my thesis..thx always patient with all my selfishness when I work
my thesis. I love you o’oh.
My bestfriends Yohana and Ista, finally as we promise ..Graduation together!
Tegar, quickly follow us! Fighting!!!
All my operations management classmates. “Trio Kwek-Kwek”. Aryo and
Amira. Although just three persons, we are actually very compact! Fighting!!!
All of my friends, management 2011 especially Management C, thx all
memories during college, was really impressive!!! Management 2011 is the
best!!!
Solo, March 2015
commit to user
Odysiusoctavia Rika
perpustakaan.uns.ac.id
digilib.uns.ac.id
PREFACE
Gratitude the author prayed to God the Almighty, who has given the blessing
and grace, so that I can finish the thesis with the title "THE EFFECT OF QUALITY
DIMENSIONS ONCUSTOMER PERCEIVED VALUE, RESTAURANT IMAGE,
CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS (STUDY ON THE
WANG XING RESTAURANT). "This thesis as one of the requirements to achieve a
Bachelor of Economics Management Department at Faculty of Economics and
Business, SebelasMaret University Surakarta.
In this moment I would like to express sincere gratitude and appreciation to all
parties who have helped either directly or indirectly, until I can finish my thesis.
Gratitude and sincere appreciation I give to:
1. Dr. WisnuUntoro, MS. as the Dean of the Faculty of Economics and
Business UNS.
2. Dr. Hunik Sri RuningSavitri,MSi. As Chairman of the Department of
Management, Faculty of Economics and Business UNS.
3. Drs. Yong Dirgiatmo, M.Sc. As a thesis supervisor who has a lot of spare
time in order to provide guidance and instruction are very useful in the
preparation of this thesis.
4. YeniFajariyanti SE, MSi. as Academic Advisors who has helped during the
process of studying at the Faculty of Economics and Business UNS.
5. Mr. Ricky Veranata and Ms. YulianaKurniadewi as management Xing Wang
Restaurant.
6. Lecturers at FEB UNS and all employees of the UNS.
7. All those who have helped that
cannot
be mentioned one by one.
commit
to user
perpustakaan.uns.ac.id
The
author
digilib.uns.ac.id
recognizethatthere
arestillmanyshortageinthis
thesis,
thereforeanyfeedback,criticisms, and suggestionswillmakeitmoremeaningful.
Finally,the authorhopes thatthis papercan be useful forall those who need.
Surakarta, March 2015
The Author
Odysiusoctavia Rika
commit to user
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digilib.uns.ac.id
TABLE OF CONTENTS
Page
TITLE PAGE ..................................................................................................... i
APPROVAL PAGE ........................................................................................... ii
ENDORSEMENT PAGE.................................................................................... iii
MOTTO PAGE ..................................................................................................iv
DEDICATION PAGE ......................................................................................... v
PREFACE .........................................................................................................vi
TABLE OF CONTENTS .................................................................................... vii
LIST OF TABLES ............................................................................................. xii
LIST OF FIGURES............................................................................................ xiv
ABSTRACT....................................................................................................... xv
CHAPTER I INTRODUCTION ........................................................................... 2
A. Research Background............................................................................ 2
B. Problem Formulation.............................................................................. 5
C. Purpose Study ....................................................................................... 5
D. Research Benefits.................................................................................. 6
E. Research Framework............................................................................. 7
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CHAPTER II ANALYSIS REFERENCES .......................................................... 9
A. Review of Literature ............................................................................... 9
1. Service ....................................................................................... 9
2. Quality Dimensions..................................................................... 10
3. Customer Perceived Value ......................................................... 16
4. Restaurant Image ....................................................................... 17
5. Customer Satisfaction ................................................................ 18
6. Behavioral Intentions .................................................................. 18
7. Halal/Haram ............................................................................... 20
B. Hypothesis Development ....................................................................... 21
1. Hypothesis 1............................................................................... 21
2. Hypothesis 2............................................................................... 22
3. Hypothesis 3............................................................................... 24
4. Hypothesis 4............................................................................... 24
5. Hypothesis 5............................................................................... 24
6. Hypothesis 6............................................................................... 24
7. Hypothesis 7............................................................................... 25
8. Hypothesis 8............................................................................... 26
CHAPTER III RESEARCH METHODS.............................................................. 27
A. Research Design ................................................................................... 27
B. Population, Sampling, and Sampling Techniques .................................. 27
1. Population .................................................................................. 27
2. Sample ....................................................................................... 28
3. Sampling Techniques ................................................................. 28
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C. Variable Measurement and Operational Definitions................................ 29
1. Quality Dimensions..................................................................... 29
2. Restaurant Image ....................................................................... 31
3. Customer Perceived Value ......................................................... 31
4. Halal/Haram ............................................................................... 31
5. Customer Satisfaction ................................................................ 32
6. Behavioral Intentions .................................................................. 32
D. Data Sources ......................................................................................... 33
1. Primer Data ................................................................................ 33
2. Secondary Data.......................................................................... 33
E. Data Collection Methods ........................................................................ 33
1. Questionnaire ............................................................................. 33
2. Direct Observation...................................................................... 34
3. Interview..................................................................................... 34
F. Methods of data Analysis ....................................................................... 34
1. Descriptive Analysis ................................................................... 34
2. Instruments Research Testing .................................................... 35
3. Hypothesis Test.......................................................................... 36
4. House of Quality......................................................................... 38
CHAPTER IV DATA ANALYSIS AND DISCUSSION........................................ 41
A. Overview Xing Wang Restaurant ........................................................... 41
B. Data Analysis and Discussion ................................................................ 43
1. Descriptive Analysis ................................................................... 43
a. Characteristic of Respondents ........................................ 44
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b. Respondent’s
Response
Each Variable .......................... 46
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2. Instrument Research Testing...................................................... 54
a. Validity Test .................................................................... 54
b. Reliability Test................................................................. 56
3. Hypothesis Test.......................................................................... 57
a. Hypothesis 1a ................................................................. 57
b. Hypothesis 1b ................................................................. 59
c. Hypothesis 1c ................................................................. 60
d. Hypothesis 1d ................................................................. 61
e. Hypothesis 2a ................................................................. 62
f.
Hypothesis 2b ................................................................. 64
g. Hypothesis 2c ................................................................. 64
h. Hypothesis 2d ................................................................. 66
i.
Hypothesis 3 ................................................................... 67
j.
Hypothesis 4 ................................................................... 68
k. Hypothesis 5 ................................................................... 69
l.
Hypothesis 6 ................................................................... 70
m. Hypothesis 7 ................................................................... 71
n. Hypothesis 8 ................................................................... 72
4. House of Quality Analysis........................................................... 73
a. Customer Requirements (CR)......................................... 73
b. Level of Importance Customer Requirements ................. 74
c. Technical Requirement (TR) ........................................... 76
d. Relationship Between CR and TR................................... 80
e. Determination Standard Size of Technical Requirement . 81
f.
Analysis Difficulty of Technical Requirement................... 84
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g. Analysis Synergy or Conflict in Technical Requirement... 87
CHAPTER V CONCLUSION AND RECOMMENDATION ................................. 90
A. Conclusions ........................................................................................... 90
B. Research Limitations.............................................................................. 92
C. Suggestions ........................................................................................... 92
REFERENCES .................................................................................................. 94
APPENDIX
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LIST OF TABLE
Table
Page
IV.1Descriptionof Respondents byFrequency ofVisit ......................................... 44
IV.2Description ofRespondents byGender ......................................................... 44
IV.3Descriptionof Respondents byAge .............................................................. 45
IV.4Description ofRespondents byEducation Level............................................ 45
IV.5Descriptionof Respondents byIncome Level................................................ 46
IV.6 Respondent’s Response about Quality of Physical Environment................ 47
IV.7 Respondent’s Response about Food Quality.............................................. 48
IV.8 Respondent’s Response about Service Quality.......................................... 49
IV.9 Respondent’s Response about Restaurant Image...................................... 50
IV.10 Respondent’s Response about Customer Perceived Value...................... 51
IV.11 Respondent’s Response about Halal/Haram Product............................... 52
IV.12 Respondent’s Response about Customer Satisfaction ............................. 53
IV.13 Respondent’s Response about Behavioral Intentions............................... 54
IV.14 Result of Validity Test............................................................................... 55
IV.15 Result of Reliability Test ........................................................................... 57
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IV.16 Result of Hypothesis 1a............................................................................ 58
IV.17 Result of Hypothesis 1b............................................................................ 59
IV.18 Result of Hypothesis 1c............................................................................ 60
IV.19 Result of Hypothesis 1d............................................................................ 61
IV.20 Result of Hypothesis 2a............................................................................ 63
IV.21 Result of Hypothesis 2b............................................................................ 64
IV.22 Result of Hypothesis 2c............................................................................ 65
IV.23 Result of Hypothesis 2d............................................................................ 66
IV.24 Result of Hypothesis 3.............................................................................. 67
IV.25 Result of Hypothesis 4.............................................................................. 68
IV.26 Result of Hypothesis 5.............................................................................. 69
IV.27 Result of Hypothesis 6.............................................................................. 70
IV.28 Result of Hypothesis 7.............................................................................. 71
IV.29 Result of Hypothesis 8.............................................................................. 72
IV.30 Customer Requirement ............................................................................ 73
IV.31 Level of Importance Customer Requirement ............................................ 75
IV.32 Technical Requirement............................................................................. 77
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LIST OF FIGURE
Figure
Page
I.1 Research Framework ........................................................................... 7
II.1 Framework........................................................................................... 15
II.2 Research Framework .......................................................................... 21
IV.1 House of Quality................................................................................. Appendix
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APPENDIX
Appendix 1 Research Certificate
Appendix 2 Raw Data of Questionnaire
Appendix 3 Validity and Reliability Quality of Physical Environment
Appendix 4 Validity and Reliability Food Quality
Appendix 5 Validity and Reliability Service Quality
Appendix 6 Validity and Reliability Restaurant Image
Appendix 7 Validity and Reliability Customer Perceived Value
Appendix 8 Validity and Reliability Halal/Haram
Appendix 9 Validity and Reliability Customer Satisfaction
Appendix 10 Validity and Reliability Behavioral Intentions
Appendix 11 Result of Hypothesis 1A
Appendix 12 Result of Hypothesis 1B
Appendix 13 Result of Hypothesis 1C
Appendix 14 Result of Hypothesis 1C
Appendix 15 Result of Hypothesis 2A
Appendix 16 Result of Hypothesis 2B
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Appendix 17 Result of Hypothesis 2C
Appendix 18 Result of Hypothesis 2D
Appendix 19 Result of Hypothesis 3
Appendix 20 Result of Hypothesis 4
Appendix 21 Result of Hypothesis 5
Appendix 22 Result of Hypothesis 6
Appendix 23 Result of Hypothesis 7
Appendix 24 Result of Hypothesis 8
Appendix 25 Instrument Matrix
Appendix 26 Instrument HOQ
House of Quality
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