The Influence of Interior Design and Food Taste on Visitor Loyalty in Sunda Resto and Godong Ijo Pishing

This research aims to determine the influence of interior design and food taste on visitor loyalty at Sundanese Resto & Fishing Godong Ijo. The population of this study were all tourists who had visited the Sunda Resto & Fishing Godong Ijo with a sample of 120 people. This research uses primary data obtained through distributing questionnaires and interviews. The analysis technique used is the Partial Least Square (PLS) approach method which utilizes PLS-SEM or Structural Equation Modeling to measure and analyze the relationship between variables. From data processing using SmartPLS 4, Interior Design variables influence Customer Loyalty and the Food Taste variable influences Customer Loyalty.


INTRODUCTION
Since the dismissal of the Large-Scale Social Restrictions (PSBB) regulations which allow people to gather without restrictions, the level of competition in competing for consumers has increased sharply, especially in maintaining customer loyalty.Consumers currently have many alternatives to fulfill their primary needs and each business in this sector will try to compete for consumers and then maintain customer loyalty.The influence of business competition between traders can be influenced by many things, one of which is the factor of consumer loyalty [1].Loyalty is a situation that is highly hoped for by marketers, where consumers feel satisfied with the product or producer (service provider), so that consumers will consistently make repeat purchases.
Establishing good relationships with consumers will help businesses continue to develop and survive in the long term [2].Good relationships will be created if the culinary business being run is able to satisfy consumers' needs, tastes and desires.Through well-established relationships, consumers can become an effective source of information in improving services for consumers or innovating a product.Many factors influence customer loyalty, where loyal customers are customers who are satisfied with what they consume and what is contained in each component of goods and services [3].There are many factors that influence customer loyalty.A factor that has a big influence on customer loyalty is interior design.According to [4], interior design is planning, arranging space, designing interior spaces and layout of buildings.
Interior design for architects, building designers and individuals is very important when finishing the construction of a house, both indoors and outdoors, as well as determining the building concept.Currently, there are many large buildings being built, apartments being built and supported by property companies offering minimalist housing sales.There are many types of products for interiors that can meet consumer needs, starting needs curtains, blinds with manual or motorized systems, mosquito screens, doors or partitions and room dividers, because needs selecting interior products needs also have to adapt them to the customer's needs and needs adapted to the location, so from that's what he needed.
Interior design is planning the layout and design of a room and aims to enable human users of the room to carry out activities in the room comfortably and effectively.Interior design is a science that studies the design of works of art that exist in a building and is used to solve human problems.
One of the scientific fields of study that is based on design science, this scientific field aims to create a built environment (interior space) along with its supporting elements, both physical and nonphysical, so that the quality of human life within it becomes better.Interior design includes the architectural field that covers the inside of a building [5].
Taste is a complex of sensations caused by various senses (smell, taste, sight, touch and hearing) when consuming food.Consumers will feel satisfied if the product served has a good taste or is delicious when consumed, and tend to buy the same product again.On the other hand, if the taste of a product presented matches the consumer's expectations, then it is not impossible for the consumer to feel disappointed and not want to buy the same product a second time.
According to [5], visitor loyalty [6] explains that loyalty is a person's strong desire to return to use, wear or buy a product or service in the future.Meanwhile, [6]  Based on data from Table 1.1, the total number of visitors visiting Godong Ijo Sundanese Restaurant & Fishing in 2023 illustrates data that fluctuates every month.The highest visits were in December and the lowest were in April, this indicates that this business sector is still uncertain, so research is needed that discusses how business actors in this business sector can maintain and even increase the level of return visits in line with the competitive competition in this sector.

METHODS
This research was conducted at Resto Sunda & Fishing Godong Ijo, which is located on Jl.Cinangka Raya KM 10 No. 60 Serua -Bojongsari, Depok, West Java.Godong Ijo itself is a tourist attraction with a forest concept in the middle of the city which has been named an amazing garden in Southeast Asia which has fishing pond facilities, a Sundanese restaurant, function room, ecotainment program and a vertical garden center and has also been established since 1998.

Types of Research and Data Sources
The research that the author conducted is included in the quantitative type.According to Bogdan and Taylor (1990), quantitative research is a research procedure that produces data in the form of written words (numbers/letters) and spoken words from the people being observed.There are also data sources that the author uses in research, including the following: 1.Primary data, is data obtained directly from the field or data obtained from respondents through a list of questions in the questionnaire.2. Secondary data, secondary data is obtained from literature studies, related documentation, previous research and so on which are documentary in nature such as theories.

Data Collection Technique
In this research, researchers used data collection techniques by distributing questionnaires, namely written questions asked to respondents in certain statements.The list of statements was prepared in a question format consisting of several questions related to the atmosphere and taste of the food and their influence on interest in returning to Resto Sunda & Pemancingan Godong Ijo and respondents were unable to provide other alternative answers.Answers will be quantified using a Likert scale.

Agree (S) 4
Strongly Agree (SS) 5 Source: Sudaryono, 2017 The analysis used as a hypothesis test in this research is Structural Equation Modeling (SEM) analysis with the Partial Least Square (PLS) approach.Structural Equation Modeling generally tests causality or theory, while PLS is more of a predictive model.PLS is a powerful analysis method because it is not based on many assumptions.For example, data must be normally distributed, the sample does not have to be large.Besides being able to be used to confirm theory, PLS can also be used to explain whether there is a relationship between dependent variables.PLS can simultaneously analyze constructs formed with reflective and formative indicators.The purpose of PLS is to help researchers for prediction purposes.The formal model defines a latent variable as a linear aggregate of its indicators.PLS analysis is carried out in two stages, namely:

Validity and Reliability
This research uses a questionnaire to collect research data.To determine the level of validity and reliability of the questionnaire, researchers used the SmartPLS program.The validity testing procedure is convergent validity, namely by correlating item scores (component scores) with construct scores which then produce loading factor values.The loading factor value is said to be high if the component or indicator correlates more than 0.70 with the construct to be measured.Reliability states the extent to which the results or measurements are trustworthy or dependable and provide relatively consistent measurement results after several measurements.To measure the level of reliability of research variables, the alpha coefficient or Cronbach's alpha and composite reliability are used.Measurement data is said to be reliable if it has an alpha coefficient value greater than 0.6

Structural Inner Model
The purpose of the structural model test is to see the correlation between the measured constructs which is the t test from partial least squares itself.The structural or inner model can be measured by looking at the R-Square value of the model which shows how big the influence is between the variables in the model.Then the next step is estimating the path coefficient which is an estimate for the path relationship value in the structural model obtained using a bootstrapping procedure with a value that is considered significant if the statistical t value is greater than 1.96 (alpha 5%).

RESULTS AND DISCUSSION
In this study, 120 questionnaires were distributed, where the description of the respondents consisted of 69 men and 51 women.Most of the respondents had an average age of 21 to 26 years, based on their occupation.The respondents had student status, with a diploma/bachelor's degree level of education, and most of the respondents visited Sunda Resto and Fishing Godong Ijo more than once.

Measurement Model Test
The reflective measurement model used in this research shows how variables can represent the latent construct to be measured, namely by testing the validity and reliability of the indicators forming the latent variable (Interior Design, Food Taste).The following are the results of the outer model:

a. Convergent Validity
The following is the first data processing based on 3 variables consisting of 15 questionnaire questions distributed to visitors: Convergent validity of the measurement model can be obtained from the correlation between the item/instrument score and the construct score (loading factor) with the criteria for the loading factor value of each instrument being > 0.7, then the data is declared valid or meets the required convergent validity.

b. Average Variance Extracted
Another test to see convergent validity is to look at the Average Variance Extracted (AVE) value.The criterion in Average Variance Extracted (AVE) is that each indicator that measures the construct must have an AVE value > 0.50.The AVE output results in the table above show that the AVE value is good for all constructs.Interior Design (X1), Taste (X2) and Customer Loyalty are greater than 0.50, meaning that the AVE value has met convergent validity because all indicators are above 0.50

Figure 1 .
Figure 1.Average Variance Extracted (AVE) Test ResultsSource: Data Processed, 2024 explains that there are 4 indicators of customer loyalty, namely: Purchase Intention, Word-of-Mouth, Price Sensivity, and table below Tabel 1.4 Discriminant Validity Test Results