Analisis Pengaruh Servicescape dan Harga Terhadap Revisit Pengunjung Rumah Makan Kampung Kecil Jl Ngumban Surbakti Kota Medan

Abstract

This research aims to analyze the effect of servicescape and price on revisit visitor to Rumah Makan Kampung Kecil Jl. Ngumban Surbakti Medan. This research uses quantitative methods. Data collection was carried out using a questionnaire. This research used a sample of 90 respondents. Sampling used a non-probability sampling technique, namely purposive sampling. The characteristics of the selected sample are consumers who have made return visits or visited the Rumah Makan Kampung Kecil Jl Ngumban Surbakti, Medan more than once. The test tool used to test the instrument in this research is multiple linear regression analysis which is supported by validity tests, reliability tests and classical assumption tests. Hypothesis testing was carried out using the F test and t test using the SPSS version 25 program. The results of this study showed that the servicescape variable had no significant effect on revisits, price had a significant effect on revisits while servicescape and price together had a significant effect on revisits.