The main purpose of this research is to identify the effect of servicescape towards
customer’s loyalty intention. This research took place at medium rate restaurants
across Yogyakarta. The variables investigated were Music, Scent, Cleanliness,
Implicit Communicators, Furnishing, Customer Orientation, Credibility,
Competence and Physical attractiveness.
The researcher used multiple regression analysis as the research method. Validity
test was used Pearson Correlation Method, while reliability test was used
Coefficient Alpha Cronbach. Based on the research finding, the results indicate
that only few variables have significant effect on customer’s loyalty intention.
Some of those variables event affect loyalty intention negatively. Variables which
have significant effect on loyalty intentions are music and staff competence. The
other variables were not significantly affect customer’s loyalty intention. Variable
scent and costumer orientation however, affects the loyalty intention negatively.