The Influence of restaurant image on behavioural intention: The mediating role of experience value and customer satisfaction

Sulfi Abdul Haji, Daud Hasim, Marwan Man Soleman and Faradisa Bachmid
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Sulfi Abdul Haji: Faculty of Economics and Business, University of Khairun.
Daud Hasim: Faculty of Economics and Business,University of Khairun.
Marwan Man Soleman: Faculty of Economics and Business,University of Khairun.
Faradisa Bachmid: Faculty of Economics and Business,University of Khairun.

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 5, 25-31

Abstract: This study aims to obtain the results of the analysis of the influence of restaurant image on behavioural intention, with the mediating role of experience value and customer satisfaction on restaurant customers in Ternate City. A total of 127 restaurant customers were used as samples in this study. A purposive sampling approach was used. The analysis method used to test the hypothesis in this study was SEM-PLS. The study showed that restaurant image had no significant effect on behavioural intention. Further studies also showed that restaurant image positively and significantly affected experience value and customer satisfaction, and positively and significantly impacted behavioural intention. The variables experience value and customer satisfaction can mediate the influence of restaurant image on behavioural intention. Key Words:Restaurant Image, Experience Value, Customer Satisfaction, Behavioural Intention

Date: 2025
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