A Study on the Factors Influencing Behavioral Intention on Fancy Restaurant's Customers

Abstract

This study was intended to analyze the direct and indirect relationships between experiential marketing, behavioral intentions, perceived value, and visitor satisfaction of Latar Ijen Restaurant & Coffeeshop in Malang. A total of 150 respondents were involved in this study to be analyzed using non-probability sampling technique. Moreover, samples were selected by means of purposive sampling. Data were obtained through questionnaires and were analyzed by utilizing Smart PLS 3.0. Respondents of this study should be over 18 years old and had to be consumers of Latar Ijen Restaurant & Coffeeshop. The results showed that experiential marketing provided a significant positive effect on behavioral intentions. In addition, satisfaction and perceived value were also capable of significantly mediating experiential marketing with behavioral intentions. Further study is highly expected to add study objects and other study variables to provide more representative results.