THE EFFECT OF SATISFACTION, TRUST, AND COMMITMENTON WORD OF MOUTH IN THE RESTAURANT BUSINESS

ABSTRACT: This study aims to determine the important factor that can increase the effect of positive word of mouth in restaurants business. This study includes all home eating lower middle class with the overall sample size is 160 respondents spread proportionally. The data from the research will be analyzed using the SEM-PLS approach. Based on the results of this study, it was found that (1) Food quality had a positive and significant effect on customer satisfaction. (2) The quality of the physical environment has a positive and insignificant effect on customer satisfaction. (3) The quality of personal interaction has a positive and significant effect on satisfaction. (4) Perceived value has a positive and insignificant effect on satisfaction. (5) Satisfaction has a positive and significant effect on trust. (6) Satisfaction has a positive and significant effect on commitment. (7) Satisfaction has a positive and significant effect on word of mouth. (8) Trust has a positive and significant effect on commitment. (9) Trust has a positive and significant effect on WOM. (10) Commitment has a positive and significant effect on word of mouth. .The implications of this study indicate that it is very important to understand the factors that influence customers to talk to each other about a restaurant (word of mouth. ). This research helps to understand how these factors can provide an alternative marketing source to attract long-term economic sustainability in the restaurant industry.

Keywords: food quality, physical environment quality, personal interaction quality, Perceived value, satisfaction, trust, commitment, WOM.