ABSTRACT
With the increasing income of the Indonesian people, lifestyle changes impact the functions of a restaurant, which is not only a place to eat and drink, but also a place to gather, socialize and release fatigue. Furthermore, many restaurants now offer more and more varied food, beverages and entertainment. Similarly, the competition among restaurants is becoming more challenging. This study aims to analyze the influence of the restaurant atmosphere on customer loyalty through a hedonic experience. The restaurant atmosphere consists of the design factor, ambient factor, and social factor. The sample in this study consisted of 130 visitors. The analysis technique used is Structural Equations Modeling (SEM) with AMOS software. The research finding showed that the design factor and social factor have a significant effect on the hedonic experience. Likewise hedonic experience has a significant effect on customer loyalty. Meanwhile, the ambient factor has no effect on the hedonic experience. The findings of this study contribute to the development of the concept of hedonic experience, as well as being beneficial to culinary practitioners
