PREDICTING CONSUMER BEHAVIORAL INTENTION IN BANDUNG ETHNIC RESTAURANT
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Date
2014-08-29
Journal Title
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Publisher
Annual Symposium on Management and Social Sciences (ASMSS), Asia-Pacific Conference on Management on Business (APCMB),Korea E-trade Research Institute (KETRI)
Abstract
Bandung is one of popular culinary tourism destination in Indonesia. The significant growth of restaurant industry in Bandung makes the competition in this industry become more intense. To win the competition, restaurant owner needs to learn more about consumer behavior. This study investigated consumer buying behavior towards ethnic restaurants. Data were collected using a questionnaire survey (n = 300) at ethnic restaurants in Bandung. Of particular interest was the role of consumers‘ shopping values of eating-out and their behavioral intention on ethnic restaurant. The findings indicated that hedonic and utilitarian values have significant influences on the level of customer satisfaction when they consumed food at this traditional restaurant. The study also reveals that shopping value influenced customer behavioral intention in the future.
Description
Keywords
utilitarian value, hedonic shopping value, satisfaction, behavioral intention