Pengaruh Service Quality Dan Service Value Terhadap Behavioral Intention Dimediasi Oleh Restaurant Image Pada Restoran Cepat Saji (Quick Service Restaurant / QSR) Lokal Di Surabaya Dengan Tipe Generasi Sebagai Variabel Moderasi

The Influence of Service Quality and Service Value on Behavioral Intention is Mediated by Restaurant Image in Local Fast Food Restaurants (QSR) in Surabaya with Generation Type as a Moderation Variable

Meningkatnya tren konsumsi makanan di luar rumah mendorong pesatnya pertumbuhan restoran cepat saji lokal (Quick Service Restaurant/QSR). Penelitian ini bertujuan menganalisis pengaruh service quality dan service value terhadap behavioral intention secara langsung maupun tidak langsung melalui mediasi restaurant image, serta menguji peran moderasi tipe generasi (Generasi Y dan Z). Desain penelitian menggunakan pendekatan kuantitatif eksplanatori. Penelitian dilaksanakan di Kota Surabaya dengan 200 responden konsumen QSR lokal yang terdiri dari Generasi Y dan Z. Pengumpulan data dilakukan secara bauran (daring melalui Google Form dan luring melalui QR code) menggunakan kuesioner terstruktur dengan skala agree-disagree. Teknik analisis data menggunakan Structural Equation Modeling (SEM) dan Multi-Group Analysis (MGA). Hasil penelitian menunjukkan bahwa service value berpengaruh positif dan signifikan terhadap behavioral intention, baik secara langsung maupun tidak langsung melalui mediasi restaurant image. Sementara itu, service quality tidak berpengaruh signifikan terhadap behavioral intention secara langsung, namun berpengaruh tidak langsung melalui restaurant image. Selain itu, restaurant image berperan sebagai variabel mediasi dalam hubungan tersebut. Hasil Multi-Group Analysis (MGA) menunjukkan bahwa tipe generasi tidak memoderasi hubungan antarvariabel dalam model penelitian. Simpulan penelitian menunjukkan bahwa service value dan restaurant image merupakan faktor penting dalam membentuk behavioral intention konsumen, sedangkan service quality tidak berpengaruh langsung tetapi berperan melalui restaurant image.

Kata kunci : Kualitas Pelayanan, Nilai Pelayanan, Citra Restoran, Niat Perilaku, QSR Lokal, Tipe Generasi.

    The increasing trend of food consumption outside the home is driving the rapid growth of local fastfood restaurants (Quick Service Restaurants / QSR). This study aims to analyze the influence of service quality and service value on behavioral intention directly or indirectly through restaurant image mediation, as well as test the role of generational moderation (Generation Y and Z). The research design uses an explanatory quantitative approach. The research was carried out in the city of Surabaya with 200 respondents of local QSR consumers consisting of Generations Y and Z. Data collection was carried out in a mixed manner (online through Google Form and offline via QR code) using a structured questionnaire with an agree-disagree scale. Data analysis techniques used Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA). The results of the study show that service value has a positive and significant effect on behavioral intention, both directly and indirectly through the mediation of restaurant image. Meanwhile, service quality does not have a significant effect on behavioral intention directly, but it has an indirect effect through restaurant image. In addition, restaurant image plays a role as a mediating variable in the relationship. The results of Multi-Group Analysis (MGA) showed that the generation type did not moderate the relationship between variables in the research model. The conclusion of the study shows that service value and restaurant image are important factors in shaping consumer behavioral intention, while service quality does not have a direct effect but plays a role through restaurant image.

Keywords : Service Quality, Service Value, Restaurant Image, Behavioral Intention, Local QSR, Generation Type.