Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)

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The Impact of Theme Restaurant Servicescape on Consumer’s Value and Purchase Intention

Authors
Rila Anggraeni, Dimas Hendrawan, Yu-Wen Huang
Corresponding Author
Rila Anggraeni
Available Online 9 June 2020.
DOI
10.2991/aebmr.k.200606.038How to use a DOI?
Keywords
restaurant’s servicescape, emotional value, novelty value, purchase intention, theme restaurant, WarpPLS
Abstract

Novelty value defined as being genuine, real, or true, plays an important role in the consumption intention and decision. Not only novelty value, emotional value as phychological component is essential for consumer to consider in the buying process. According to some researcher, the key factor that affect the emotional and novelty value was physical environment or atmospheric. The aim of this study is to analyze the impact of atmospheric elements on customer’s emotional value, novelty value, and purchase intentions in the context of Indonesia’s theme restaurants. The data was collected from 190 customers by using purposive sampling technique. Partial least square structural equation modeling (PLS-SEM) analysis was conducted to test the hypothesized relationships among variables. A significant relationship was found between restaurant’s servicescape and purchase intention. The same result was found between restaurant’s atmosphere and emotional value, but the significancy was weak. However, the relationship between restaurant’s atmosphere and novelty value was not significant. Theoretical and practical implications based on the results are discussed in detail.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
9 June 2020
ISBN
10.2991/aebmr.k.200606.038
ISSN
2352-5428
DOI
10.2991/aebmr.k.200606.038How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Rila Anggraeni
AU  - Dimas Hendrawan
AU  - Yu-Wen Huang
PY  - 2020
DA  - 2020/06/09
TI  - The Impact of Theme Restaurant Servicescape on Consumer’s Value and Purchase Intention
BT  - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)
PB  - Atlantis Press
SP  - 226
EP  - 232
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200606.038
DO  - 10.2991/aebmr.k.200606.038
ID  - Anggraeni2020
ER  -