Pengaruh Service Quality dan Service Value terhadap Behavioral Intention dengan Restaurant Image sebagai Variabel Mediasi serta Tipe Generasi sebagai Variabel Moderasi pada QSR Lokal di Surabaya
DOI:
https://doi.org/10.58192/ebismen.v5i2.4523Keywords:
Behavioral Intention, Local QSR, Restaurant Image, Service Quality, Service ValueAbstract
The increasing trend of out-of-home food consumption is driving the rapid growth of local fast food restaurants (QSRs) in Surabaya. This quantitative explanatory research aims to analyze the influence of service quality and service value on behavioral intentions directly or indirectly through the mediation of restaurant image, as well as to test the role of generational moderation (Generation Y and Z). Data was collected in a mixed manner from 200 respondents of local QSR consumers in the Generation Y and Z groups through a structured questionnaire using an agree-disagree scale. The data analysis technique used Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA). The findings of the study show that service quality and service value have a positive and significant effect on behavioral intention, both directly and indirectly through the mediation of restaurant image. However, there are results that show that service quality does not have a significant effect on behavioral intention (hypothesis is rejected). The results of the MGA prove that the type of generation does not moderate the relationship because the two generations have similar consumption characteristics that prioritize speed and value. The implication of this study is that local QSR managers must focus on improving taste consistency, price affordability, and facility comfort to strengthen the image and loyalty of customers across generations in a sustainable manner.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Azhari, M. Al. (2023). Menurut Survei, Mayoritas Milenial dan Gen Z Lebih Suka Membeli Makanan Ketimbang Masak Sendiri. Indonesia.Jakartadaily.Id. https://indonesia.jakartadaily.id/lifestyle/6938980386/menurut-survei-mayoritas-milenial-dan-gen-z-lebih-suka-membeli-makanan-ketimbang-masak-sendiri?utm_source=chatgpt.com
Baihaqi, M. W. (2025). GoFood Rajai Industri Pesan Antar Makanan Online Awal 2025. GoodStats.Id. https://goodstats.id/article/gofood-rajai-industri-pesan-makanan-online-awal-2025-h2SpA
Biswas, A., & Verma, R. K. (2022). Augmenting service quality dimensions: mediation of image in the Indian restaurant industry. Journal of Foodservice Business Research, 26(3), 496–527. https://doi.org/10.1080/15378020.2022.2027198
BPS. (2021). Hasil Sensus Penduduk 2020. Demakkab.Bps.Go.Id. https://demakkab.bps.go.id/id/news/2021/01/21/67/hasil-sensus-penduduk-2020.html
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193–218. https://doi.org/https://doi.org/10.1016/S0022-4359(00)00028-2
Doeim, A. R., Hassan, T. H., Helal, M. Y., Saleh, M. I., Salem, A. E., & Elsayed, M. A. S. (2022). Service Value and Repurchase Intention in the Egyptian Fast-Food Restaurants: Toward a New Measurement Model. International Journal of Environmental Research and Public Health, 19(23). https://doi.org/10.3390/ijerph192315779
Eren, R., Uslu, A., & Aydın, A. (2023). The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul. Sustainability (Switzerland), 15(7). https://doi.org/10.3390/su15075798
Gao, Y. L., Mattila, A. S., & Lee, S. (2016). A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research. International Journal of Hospitality Management, 54, 107–115. https://doi.org/10.1016/j.ijhm.2016.01.010
Ghali, Z., Garrouch, K., & Aljasser, A. (2023). Drivers of Patients’ Behavioral Intention toward Public and Private Clinics’ Services. Healthcare (Switzerland), 11(16), 1–19. https://doi.org/10.3390/healthcare11162336
Ghosh, P., Jhamb, D., & Dhiman, R. (2023). Measuring QSR service quality on behavioral intentions of gen Z customers using QUICKSERV – mediating effect of service value and satisfaction. International Journal of Quality & Reliability Management, 40(10), 2351–2370. https://doi.org/10.1108/IJQRM-06-2022-0183
Gurǎu, C. (2012). A Life-Stage Analysis of Consumer Loyalty Profile: Comparing Generation X and Millennial Consumers. Journal of Consumer Marketing, 29(2), 103–113. https://doi.org/10.1108/07363761211206357
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R (First). Springer Nature Switzerland AG.
Jayatissa, K. A. D. U. (2023). Generation Z – A New Lifeline: A Systematic Literature Review. Sri Lanka Journal of Social Sciences and Humanities, 3(2), 179–186. https://doi.org/10.4038/sljssh.v3i2.110
Kaur, H., & Moktan, P. (2023). How Global and Local Brands in the Quick Service Restaurant (QSR) Sector Coped Up With The New Normal? Insights from A Thematic Analytical Study in The Times of COVID-19 in India. International Journal of Research in Management, 5(2), 241–246. https://doi.org/10.33545/26648792.2023.v5.i2c.118
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Liu, J. (2024). Influence of Service Quality and Customer Perceived Value on Customer Loyalty with Customer Satisfaction as a Moderating Factor: A Study Based on Private Elderly Care Services in China. Journal of Infrastructure, Policy and Development, 8(6), 1–19. https://doi.org/10.24294/jipd.v8i6.6316
Lusch, R. F., & Vargo, S. L. (2018). The SAGE Handbook of Service-Dominant Logic : An Overview of Service-Dominant Logic. SAGE Publications. https://doi.org/https://doi.org/10.4135/9781526470355.n1
Mendocilla, M., Miravitlles, P., & Matute, J. (2021). QUICKSERV: A Service Quality Assessment Tool for the Quick-Service Restaurant Industry. British Food Journal, 123(13), 241–259. https://doi.org/10.1108/BFJ-12-2020-1108
Nguyen, P. (2022). Service-Dominant Logic : A Model of Service Satisfaction and Its Antecedents. European Journal of Business and Management Research, 7(3), 357–363. https://doi.org/10.24018/ejbmr.2022.7.3.1404
Nguyen, P. V., Bao Le, T., & Duong, Q. T. (2020). Behavioral Intention to Experience Ethnic Cuisine Restaurants : The Impact of Country-of-Origin Image, Cuisine Knowledge and Authenticity. Kuwait Chapter of Arabian Journal of Business and Management Review, 9(3), 130–142. https://doi.org/10.12816/0059071
Oliveira, Z. C. da C., Saldanha, E. S., & Vong, M. (2020). The Mediation Effect of Restaurant Image on the Relationship between Service & Food Quality and Customer Satisfaction. Timor Leste Journal of Business and Management, 2(December), 10–20. https://doi.org/10.51703/bm.v2i0.30
Pan, H., & Ha, H. Y. (2021). Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation During the COVID-19 Pandemic. Sustainability (Switzerland), 13(17). https://doi.org/10.3390/su13179694
Premordia, I., & Gal, T. (2021). Negative Online Customer Reviews in Restaurant Dining Experience: What Are the Determining Factors of Service Failure Affecting Behavioral Intentions? Network Intelligence Studies, 9(17 (1/2021)), 69–83. https://doaj-org.libproxy.melbournepolytechnic.edu.au/article/ab4c436b602e41b7833c90ebdc732e82
Ryu, K., Han, H., & Kim, T. H. (2008). The Relationships Among Overall Quick-Casual Restaurant Image, Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Hospitality Management, 27(3), 459–469. https://doi.org/10.1016/j.ijhm.2007.11.001
Ryu, K., Lee, H., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1108/09596111211206141
Şahin, E. Ö., & Yazicioglu, İ. (2025). Restaurant Atmosphere and Behavioral Intention. Journal of Social Science, 24(1), 409–425. https://doi.org/10.21547/jss.1529621
Schmitt. (1999). Marketing experiencial: Un nuevo marco para Diseño y Comunicaciones. 10(2), 19–27.
Seo, K. H. (2020). A study on the application of kiosk service as the workplace flexibility: The determinants of expanded technology adoption and trust of quick service restaurant customers. Sustainability (Switzerland), 12(21), 1–16. https://doi.org/10.3390/su12218790
Shaiful, Achamd, G. N., & Setyawati, L. (2020). Effect between Service Quality and Restaurant Image and Perceived Value on Customer Satisfaction and Behavioral Intention (Case Study at Etam Fried Chicken Restaurant in Tenggarong). International Journal of Business and Management Invention (IJBMI) ISSN, 9(10), 2319–2801. https://doi.org/10.35629/8028-0910030113
Stefani, M., & Layalia, N. (2023). The Relationship between the Use of Food Delivery Applications and the Risk of Obesity among Collage Students in the Jabodetabek Area. Amerta Nutrition, 7(2SP), 155–163. https://doi.org/10.20473/amnt.v7i2SP.2023.155-163
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021). Service Quality , Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants : An Integrated Structural Model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 1–29. https://doi.org/10.1080/1528008X.2020.1802390
Ufrida, K., & Harianto, S. (2022). Konsumerisme Makanan Siap Saji Sebagai Gaya Hidup Remaja Di Kota Surabaya: Studi Kasus Siswi Sma Muhammadiyah 4 Kota Surabaya. Jurnal Analisa Sosiologi, 11(1), 137–156. https://doi.org/10.20961/jas.v11i1.57134
Wafa, I. (2024). Intip Tren Kuliner Anak Muda Indonesia: Hobi Jajan Namun Tetap Hemat. GoodStats.Id. https://goodstats.id/article/intip-tren-kuliner-anak-muda-yang-hobi-jajan-namun-tetap-hemat-mmp99
Wang, L. W., Tran, T. T., & Nguyen, N. T. (2014). Analyzing Factors to Improve Service Quality of Local Specialities Restaurants : A Comparison With Fast Food Restaurants in Southern Vietnam. Asian Economic and Financial Review, 4(11), 1592–1606.
Wu, H.-C. (2013). An Empirical Study of the Effects of Service Quality, Perceived Value, Corporate Image, and Customer Satisfaction on Behavioral Intentions in the Taiwan Quick Service Restaurant Industry. Journal of Quality Assurance in Hospitality and Tourism, 14(4), 364–390. https://doi.org/10.1080/1528008X.2013.802581
Xiao, A., Yang, S., & Iqbal, Q. (2019). Factors affecting purchase intentions in generation y: An empirical evidence from fast food industry in malaysia. Administrative Sciences, 9(1). https://doi.org/10.3390/admsci9010004
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral consequences of stroke. The Behavioral Consequences Of Service Quality, 1–14.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Ekonomi, Bisnis dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
