Jurnal Bisnis dan Kajian Strategi Manajemen Volume 9 Nomor 2.
Oktober 2025 ISSN : 2614-2147 (Printe.
, 2657-1544 (Onlin.
Building the Halal Dining Experience: Physical Evidence.
Satisfaction, and Revisit Intention in Banda Aceh Syahriyal a | Muhammad Haris Riyaldib | Raisa Ullya Nisvac |Fahrul Radhid Faculty of Economics and Business.
Universitas Syiah Kuala.
Indonesia Pusat Riset Komunikasi Pemasaran.
Pariwisata, dan Ekonomi Kreatif.
Universitas Syiah Kuala.
Indonesia FKIP Universitas Syiah Kuala.
Banda Aceh.
Indonesia *Corresponding author: syahriyal@usk.
A B S T R AC T
This study investigates how physical evidence in Middle EasternAethemed restaurants influence revisit intention in Banda Aceh and whether Muslim customer satisfaction mediates that relationship.
Motivated by the growth of halal dining and the centrality of servicescape to Muslim dinersAo experiences, the research addresses limited empirical evidence in this specific cultural setting.
A cross-sectional survey was administered to 300 Muslim customers who had visited at least one target restaurant.
responses were captured on a five-point Likert scale using reflective indicators for physical evidence, customer satisfaction, and revisit Data were analyzed with partial least squares structural equation modeling (SmartPLS 3.
and bootstrapping.
Measurement results showed strong reliability and convergentAediscriminant validity across constructs.
Structurally, physical evidence had a significant positive effect on customer satisfaction and revisit intention, while customer satisfaction also significantly increased revisit intention.
The model explained a substantial share of variance in customer satisfaction and revisit intention, and mediation testing indicated that customer satisfaction partially carried the effect of physical evidence on revisit These findings highlight that an Islamic-aligned servicescapeAi covering architecture and interior.
Islamic visual cues, cleanliness, absence of non-sharia activities, prayer facilities, and transparent transactionsAidirectly encourages return visits and, through enhanced satisfaction, further strengthens customersAo intentions to revisit.
The study contributes context-specific evidence for halal hospitality management and suggests that operators should jointly invest in servicescape design and experience orchestration to build repeat patronage.
Citation:
Syahriyal.
Riyaldi.
Nisva.
& Radhi.
Building the halal dining experience: Physical evidence, satisfaction, and revisit intention in Banda Aceh.
Jurnal Bisnis dan Kajian Strategi Manajemen, 9.
, 128Ae143.
https://jurnal.
id/jbkan/ Keyword: Physical evidence.
Muslim customer satisfaction.
Revisit intention.
Halal hospitality.
Servicescape Vol.
9 No.
Jurnal Bisnis dan Kajian Strategi Manajemen Volume 9 Nomor 2.
Oktober 2025 ISSN : 2614-2147 (Printe.
, 2657-1544 (Onlin.
INTRODUCTION The food and beverage service industry has experienced rapid growth over the past few decades, playing a strategic role in supporting the economy, creating employment opportunities, and strengthening the tourism sector (Jeaheng et al.
, 2.
Within this industry, restaurants are not merely viewed as providers of food, but also as spaces for recreation, social interaction, and integral components of the modern consumer lifestyle (F.
Ali & Amin, 2.
Changes in consumption patterns, culinary globalization, and rising customer expectations have intensified competition in the restaurant sector (Han & Hyun, 2.
As a result, business owners are compelled to understand the factors influencing customer loyalty, particularly through revisit intention (Polas et al.
, 2.
Revisit intention refers to a customerAos tendency to return to a restaurant or reuse its services in the future after having a positive prior experience (Gustafsson et al.
, 2.
This variable plays a vital role in business sustainability strategies, as it supports customer retention and encourages positive word-of-mouth (Han & Ryu, 2.
Given the high cost of acquiring new customers, retaining existing ones through revisit intention is considered more efficient and profitable (Rather, 2.
Therefore, identifying the drivers that encourage customers to return has become a critical focus in service marketing and consumer behavior research.
One key variable frequently examined in revisit intention studies is physical evidence.
This encompasses all tangible aspects of the physical environment and service indicators, including interior design, lighting, layout, cleanliness, comfort, and employee appearance (Han & Ryu, 2.
Prior research has shown that well-maintained physical evidence can foster positive emotional experiences, increase satisfaction, and enhance revisit intention (Ali et al.
, 2.
Conversely, an uncomfortable or unhygienic environment may reduce satisfaction and discourage return visits (Ariffin et al.
, 2.
the context of halal restaurants, physical evidence carries a broader significance as it reflects the principles of cleanliness and halal compliance rooted in Islamic teachings (Hamid et al.
, 2.
Customer satisfaction is another critical variable shown to mediate the relationship between physical evidence and revisit intention.
According to Oliver .
, satisfaction is an emotional evaluation that occurs when customers compare their expectations with actual experiences.
Numerous studies have confirmed that satisfaction has a direct effect on customer loyalty and revisit intention (Gustafsson et al.
, 2005.
Han & Hyun, 2.
In the restaurant industry, satisfaction is recognized as a strong predictor of revisit behavior (Han & Ryu, 2.
Additionally, several studies highlight the mediating role of satisfaction in the relationship between service quality, physical environment, and price perception with customer loyalty (F.
Ali & Amin, 2014.
Polas et al.
, 2.
This indicates that while physical evidence can directly affect revisit intention, its impact is significantly enhanced when customers feel satisfied with their experience.
The study of revisit intention becomes increasingly relevant in the context of halal culinary Demand for halal restaurants has grown significantly, driven by greater awareness among Muslim consumers regarding the halal-thayyib principles in food and beverage (Aisyah et al.
, 2.
Research suggests that Muslim consumers tend to prefer establishments that not only offer halal food but also provide environments aligned with Islamic values (Jeaheng et al.
, 2.
A recent metaanalysis further confirms that Islamic attributes consistently exert a positive influence on customer satisfaction (Sumardi et al.
, 2.
Therefore, in Middle Eastern-themed restaurantsAicharacterized https://jurnal.
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by cultural and religious nuancesAiphysical evidence is not merely aesthetic, but a core component of halal and sharia-compliant identity.
Several studies have investigated the factors affecting revisit intention in halal restaurants across various countries.
For instance.
Polas et al.
in Bangladesh found that the physical environment, service quality, and price perception significantly influence revisit intention, with customer satisfaction serving as a mediator.
Research in Malaysia also emphasizes the strong influence of physical environment and service quality on customersAo emotional satisfaction (F.
Ali et al.
, 2.
In Indonesia.
Elistia & Maulana .
demonstrated that the physical environment in Bandung's culinary destinations positively affects satisfaction and revisit intention among culinary tourists.
Furthermore.
Abror et al.
in their study on halal tourism in West Sumatra, confirmed that religiosity, digital halal literacy, and halal destination attributes influence satisfaction, trust, and revisit These findings strengthen the argument that non-product factors related to religious and cultural values significantly contribute to Muslim consumer behavior.
However, most existing studies focus on general halal restaurants, sharia-compliant hotels, or halal tourism destinations.
Very few have specifically examined Middle Eastern-themed restaurants, especially in the Indonesian context.
These restaurants offer distinct experiences, including Arabinspired interior design, traditional music, spatial arrangements that ensure privacy, and staff attire reflecting Middle Eastern culture.
For Muslim consumers in Banda AcehAiknown as the AuVeranda of MeccaAy for its strong implementation of Islamic lawAisuch elements of physical evidence are likely to have a profound impact on satisfaction and revisit intention.
Yet, to date, no empirical research has explicitly examined this relationship.
This research gap is critical, as Banda Aceh is a predominantly Muslim city with strong potential for halal culinary tourism development.
Middle Eastern restaurants are gaining popularity among both locals and tourists.
However, academic understanding of how physical evidence influences satisfaction and revisit intention among Muslim consumers remains limited.
Accordingly, this study seeks to address that gap by investigating the relationships between physical evidence.
Muslim customer satisfaction, and revisit intention in Middle Eastern-themed restaurants in Banda Aceh.
Theoretically, this research contributes to the development of Muslim consumer behavior models by examining the mediating role of satisfaction in the relationship between physical evidence and revisit intention.
Practically, the findings will assist Middle Eastern restaurant managers in Banda Aceh in designing consumer experience-based marketing strategies that align with Islamic values, enhance customer satisfaction, and foster loyalty through revisit intention.
Moreover, this research holds relevance for local government policymakers in formulating strategies to advance the halal creative culinary economy, in line with AcehAos vision as an Islamic tourism destination.
Based on the above, this study aims to: .
Analyze the effect of physical evidence on revisit .
Analyze the effect of physical evidence on customer satisfaction.
Analyze the effect of customer satisfaction on revisit intention.
Examine the mediating role of Muslim customer satisfaction in the relationship between physical evidence and revisit intention.
The following sections of this article present the theoretical framework and hypothesis development, research method, results and discussion, and conclusions.
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LITERATURE REVIEW StimulusAeOrganismAeResponse (S-O-R) Framework The StimulusAeOrganismAeResponse (S-O-R) framework posits that environmental stimuli influence internal states .
, which in turn drive behavioral responses.
This framework is highly relevant for explaining how physical evidence .
shapes customer satisfaction .
and ultimately leads to revisit intention .
in the restaurant context (Mehrabian & Russell.
contemporary applications in hospitality setting.
Recent studies affirm the widespread adoption of the S-O-R framework in hospitality researchAiparticularly in hotels and restaurantsAi where environmental factors .
ervicescape/atmospher.
function as stimuli, consumer affect and cognition as organisms, and behavioral intentions such as loyalty or revisit intention as responses (Ali et al.
, 2021.
Gounaris et al.
, 2.
In contemporary hospitality literature, the servicescape is understood as a configuration of physical cuesAiambient conditions, design, layout, signage, and social elementsAithat collectively shape customer perceptions and behaviors.
Recent research advocates viewing the servicescape as an integrated configuration rather than a collection of discrete elements, as customers tend to process environmental cues holistically, influencing their emotions, satisfaction, and behavioral intentions (Gounaris et al.
, 2025.
Line & Hanks, 2020.
Taylor Jr, 2.
In the context of halal or culturally themed restaurants .
Middle Easter.
, a clean, aesthetically pleasing, and comfortable physical environment tends to enhance perceived value, trigger positive emotions, and increase satisfaction, thereby strengthening revisit intention.
These findings are consistent across various settingsAiincluding restaurants, hotels, and halal tourismAiand across diverse cultural contexts (Bichler et al.
, 2021.
Han & Hyun, 2018.
Jeaheng et al.
, 2020.
Rajput & Gahfoor, 2.
Specifically within halal restaurants, recent empirical evidence shows that physical environment has both a direct effect on revisit intention and an indirect effect mediated by customer These findings have been validated among younger Muslim populations (Gen Z) and confirmed using structural equation modeling (Polas et al.
, 2022.
Rajput & Gahfoor, 2.
Additionally, (Polas et al.
, 2.
demonstrate that customer satisfaction mediates the relationship between the physical environment and revisit intention, highlighting the importance of layout, decoration, lighting, and cleanliness in creating a warm atmosphere that promotes return visits.
Their model meets the necessary reliability and validity thresholds .
AVE.
CR) using SmartPLS.
Cross-contextual evidence further supports customer satisfaction as a robust predictor of postconsumption behavior .
, revisit and loyalt.
in both restaurant and tourism services, making it a suitable key mediator in this model (Han & Hyun, 2015.
Nazarian et al.
, 2024.
Peng et al.
, 2.
Physical Evidence In restaurant research, physical evidence encompasses environmental cues such as lighting, cleanliness, color, scent, and music, as well as interior/exterior design, spatial layout, signage, and social elements like employee appearance.
Together, these components shape customersAo quality perceptions and emotional responses.
Recent studies confirm that a high-quality physical environment https://jurnal.
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enhances customer satisfaction and promotes favorable behavioral intentions (M.
Ali et al.
, 2021.
Han & Hyun, 2018.
Taylor Jr, 2.
Customer Satisfaction Conceptually, customer satisfaction reflects an affective and cognitive post-consumption evaluation that arises from comparing expectations with actual experiences.
In the hospitality sector, satisfaction functions as a psychological mechanism that translates service and environmental experiences into behavioral intentions such as revisit or loyalty.
Empirical findings consistently demonstrate the significant impact of satisfaction on revisit intentions (Han & Hyun, 2015.
Nazarian et al.
, 2024.
Rajput & Gahfoor, 2.
Revisit Intention Revisit intention is considered a key behavioral intention indicator, reflecting the likelihood of customers re-engaging with the same service provider.
It is widely used as a proxy for short-term loyalty in restaurant and hospitality studies (Bichler et al.
, 2021.
Han & Hyun, 2.
Interrelationships Among Physical Evidence.
Customer Satisfaction, and Revisit Intention Research in both restaurant and hotel settings has demonstrated that the quality of the physical environmentAiincluding cleanliness, aesthetics, lighting, comfort, and layoutAipositively influences emotional responses and perceived value, which in turn foster revisit intention.
Cross-national evidence .
rom Asia and Europ.
confirms the significance of these effects, even in the context of post-pandemic dining arrangements (M.
Ali et al.
, 2021.
Han & Hyun, 2018.
Taylor Jr, 2.
halal and Gen-Z-specific settings, the direct influence of the physical environment on revisit intention also remains strong (Polas et al.
, 2022.
Rajput & Gahfoor, 2.
Therefore, the first hypothesis is H1: Physical evidence has a significant and positive effect on revisit intention.
A superior physical evidence enhances comfort, evokes positive emotions, and strengthens perceived quality, thereby increasing customer satisfaction.
This pattern holds across various restaurant segments .
ine dining, quick service, fast casua.
and is consistently replicated within holistic servicescape models that integrate ambient, design, and social elements (Han & Hyun, 2018.
Line & Hanks, 2020.
Nazarian et al.
, 2.
In halal restaurant studies, conducive physical environments are also found to increase Muslim customer satisfaction (Polas et al.
, 2.
Thus, the second hypothesis is stated:
H2: Physical evidence has a significant and positive effect on customer satisfaction.
Satisfaction is a well-established determinant of behavioral intention.
Both meta-analytic and empirical studies in hospitality confirm that satisfied customers are more likely to return and remain loyal, including in restaurant and destination contexts (Han & Hyun, 2015.
Peng et al.
, 2023.
Rajput & Gahfoor, 2.
Specifically.
Polas et al.
provide explicit evidence that customer satisfaction significantly and positively influences revisit intention in halal restaurant settings.
Thus, the third hypothesis is formulated:
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H3: Customer satisfaction has a significant and positive effect on revisit intention.
From a theoretical perspective, the S-O-R model positions satisfaction as the psychological mechanism that channels the effect of environmental stimuli .
hysical evidenc.
into behavioral intentions .
evisit intentio.
Recent empirical studies in both mainstream and halal restaurant settings confirm the mediating role of satisfaction in this relationship (F.
Ali & Amin, 2014.
Polas et al.
, 2022.
Rajput & Gahfoor, 2.
Polas et al.
particularly emphasize the significance of satisfaction as a mediator in the path from physical environment to revisit intention.
Accordingly, the final hypothesis is proposed:
H4: Customer satisfaction mediates the relationship between physical evidence and revisit Physical Evidence (X) Revisit Intention (Y) Customer Satisfaction (Z) Figure 1.
Conceptual Framework As illustrated in Figure 1, this study conceptualizes physical evidence as the independent variable, customer satisfaction as the mediating variable, and revisit intention as the dependent The model tests the direct effects of physical evidence on revisit intention (H.
, physical evidence on satisfaction (H.
, and satisfaction on revisit intention (H.
, as well as the mediating effect of satisfaction on the relationship between physical evidence and revisit intention (H.
This model aligns with the mainstream servicescape research, which emphasizes the configuration of the physical environment as a trigger of customer affect/cognition and post-consumption behavior, and has received strong empirical support in restaurant and halal service contexts (Gounaris et al.
, 2025.
Han & Hyun, 2018.
Polas et al.
, 2.
RESEARCH METHOD
This study employs a quantitative approach using a cross-sectional survey design to examine the impact of physical evidence on revisit intention, with customer satisfaction as the mediating variable, within Middle Eastern-themed restaurants in Banda Aceh.
The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.
0 (Hair, 2.
PLS-
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SEM was selected due to its suitability for predictive models involving reflective latent constructs, moderately non-normal data, and relatively large sample sizes (Hair, 2.
The study population comprises Muslim customers in Banda Aceh who have visited at least one Middle Eastern-themed restaurant .
Benjawas.
Tabarak.
Alma.
Respondents were selected based on the following criteria: .
Muslim.
aged Ou17 years.
dined at one of the target restaurants in the past 12 months.
willing to participate in the survey.
A non-probability purposive sampling technique was employed through intercept surveys at restaurant locations and online questionnaire distribution via relevant customer networks and communities.
The final sample size of n = 300 is considered adequate for a PLS-SEM analysis involving three reflective constructs and four hypotheses, exceeding the 10-times rule and ensuring sufficient statistical power for detecting moderate effects (Hair, 2.
All indicators were measured using a 5-point Likert scale .
= strongly disagree to 5 = strongly Items were adapted to the Middle Eastern restaurant context and presented in clear, accessible Indonesian to minimize comprehension bias (Beaton et al.
, 2000.
Hair, 2.
The revisit intention construct included six items adapted from Konuk .
, the physical evidence construct included eight items from Abuznaid .
, and the customer satisfaction construct consisted of six items adapted from (Singh et al.
, 2.
Surveys were distributed both offline .
ntercepts during lunch/dinner hour.
and online via survey links targeted at eligible customers.
Participation was voluntary with prior informed consent.
data confidentiality was maintained, and no financial incentives were offered that might bias responses (Hair, 2.
A total of 300 valid responses were collected and included in the analysis.
Table 1.
Demographic Profile of Respondents Category Frequency Percentage Gender Male Female < 20 years 21Ae30 years 31Ae40 years 41Ae50 years > 51 years Elementary or below Junior High School Senior High School Diploma/Bachelor's Degree Master's Degree Doctorate < 2,000,000 Age Education Level Monthly Income (IDR) https://jurnal.
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2,000,001Ae4,000,000 4,000,001Ae6,000,000 6,000,001Ae8,000,000 > 8,000,000 Occupation Civil servant/Military/Police/SOE/ROE Private employee Entrepreneur Student Unemployed Source: Primary Data Processed .
As shown in Table 1, gender distribution was relatively balanced, with a slightly higher proportion of male respondentsAi168 males .
0%) and 132 females .
0%).
In terms of age, the majority of respondents were 21Ae30 years old .
people or 55.
0%), followed by 31Ae40 years old .
people or 20.
0%).
Those aged <20 comprised 12%, ages 41Ae50 made up 9%, and >51 accounted for 4%.
Educationally, the sample was dominated by respondents with senior high school .
0%) and diploma/bachelorAos degrees .
0%), while 7% held a masterAos degree and 1% a doctorate.
Only a small portion had junior high .
%) or elementary education .
%).
Income distribution shows a concentration in the lower-middle to middle-income brackets:
0% earned < IDR 2,000,000.
0% earned IDR 2Ae4 million.
0% earned IDR 4Ae6 million.
Only 14% earned above IDR 6 million.
In terms of occupation, the largest group consisted of students .
0%), followed by private employees .
0%), and entrepreneurs .
0%).
Government employees and state officers made up 10%, while 6% were unemployed.
RESULT AND DISCUSSION
RESULT
Following the data screening process to ensure completeness across all indicators, 300 valid responses were included in the analysis.
As shown in Table 2, respondents generally gave high ratings for all three constructsAiPhysical Evidence (PE).
Customer Satisfaction (CS), and Revisit Intention (RI)Aiwith mean values above 4 on a 5-point scale.
The mean scores were: PE = 4.
338 (SD = 0.
CS = 4.
326 (SD = 0.
, and RI = 4.
286 (SD = 0.
All three constructs also showed negative skewness (PE = Ae1.
CS = Ae1.
RI = Ae1.
, indicating a distribution skewed toward positive evaluations, consistent with the favorable perception of Middle Eastern-themed restaurants that align well with Muslim customer preferences.
Table 2.
Descriptive Statistics of Constructs Construct Mean SD Min Max Skew Kurtosis Source: Primary Data Processed .
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All indicators demonstrated strong outer loadings on their respective constructs (Ou 0.
, as shown in Table 3.
For Physical Evidence (PE), with eight items, the loadings ranged from 0.
770 to 0.
857, with the highest loading on X4 = 0.
857 (Islamic/Middle Eastern architecture and interior desig.
, highlighting the prominent role of design and architecture in shaping perceived physical evidence.
For Customer Satisfaction (CS), the loadings ranged from 0.
793 to 0.
853, with the highest being Z2 = 853 and Z1 = 0.
850, indicating that overall satisfaction and positive post-visit feelings were clearly recognized by respondents.
The Revisit Intention (RI) construct showed the strongest loadings, ranging from 0.
848 to 0.
908, with the highest on Y5 = 0.
908, denoting a strong and consistent intention to return.
Table 3.
Outer loadings Indicators Loading Source: Primary Data Processed .
In terms of internal reliability and convergent validity (Table .
, all three constructs met the recommended criteria.
Cronbach's was 0.
927 (PE), 0.
909 (CS), and 0.
943 (RI), respectively.
Composite Reliability (CR) was 0.
941 (PE), 0.
930 (CS), and 0.
955 (RI).
while Average Variance Extracted (AVE) reached 0.
665 (PE), 0.
689 (CS), and 0.
779 (RI).
The combination of .
CR, and AVE values confirms excellent internal consistency and adequate convergent validity for all constructs.
Table 4.
Reliability & Validity Construct CronbachAos CR AVE Source: Primary Data Processed .
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The FornellAeLarcker criterion is met: the square root of the AVE on the diagonal (PE = 0.
CS =
RI = 0.
is higher than the inter-construct correlations in the same row/column .
PEAe CS correlation = 0.
PEAeRI = 0.
CSAeRI = 0.
(Table .
This indicates that each construct captures a larger variance of its own indicators than the shared variance with other constructs.
Table 5.
Fornell-Larcker Matrix PE 0.
CS 0.
RI 0.
Source: Primary Data Processed .
Additional confirmation through HTMT also stated that discriminant validity was met (Table .
, with values of HTMT(PE.
CS) = 0.
HTMT(PE.
RI) = 0.
782, and HTMT(CS.
RI) = 0.
809, all below the threshold of 0.
85Ae Table 6.
HTMT Matrix PE 1.
CS 0.
RI 0.
Source: Primary Data Processed .
The path test of physical evidence on customer satisfaction showed a positive and significant coefficient ( = 0.
t = 14.
p < 0.
with RA = 0.
These results confirm that the better Islamic/Middle Eastern-style evidenceAifor architecture/interior.
Islamic decoration, the absence of non-sharia-compliant activities, cleanliness, and prayer facilitiesAithe higher their satisfaction.
Thus, hypothesis 2 is supported.
These results align with previous research by (Han & Hyun, 2018.
Line & Hanks, 2020.
Nazarian et al.
, 2.
which found superior physical evidence increases comfort, positive emotions, and perceived quality, thereby increasing satisfaction.
Table 7.
Path Coefficient physical evidence to customer satisfaction Parameter Coef.
Std.
Err.
p-value 95% CI (Lowe.
95% CI (Uppe.
Intercept PE Ie CS Source: Primary Data Processed .
Furthermore, testing the physical evidence and customer satisfaction models on revisit intention simultaneously confirmed support for H1 and H3.
The path between physical evidence and revisit intention was = 0.
= 10.
p < 0.
, while customer satisfaction and revisit intention https://jurnal.
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were = 0.
= 11.
p < 0.
Both predictors together explained RA = 0.
671 for revisit intention, which can be categorized as strong.
These findings demonstrate that superior physical evidence not only directly increases revisit intention, but when the experience results in satisfaction, the urge to return becomes even greater.
These results align with previous research by (Ali et al.
, 2021.
Han & Hyun, 2018.
Taylor Jr, 2.
which found that physical environmental quality .
leanliness, aesthetics, lighting, comfort, layou.
strengthens emotions and perceived value, which ultimately leads to revisit intention.
Furthermore, empirical studies in hospitality show that satisfied customers tend to revisit and remain loyal, including in the context of restaurants and destinations (Han & Hyun, 2015.
Peng et al.
, 2023.
Rajput & Gahfoor, 2.
Table 8.
Path coefficient of physical evidence and customer satisfaction towards revisit intention Parameter Coef.
Std.
Err.
t p-value 95% CI (Lowe.
95% CI (Uppe.
Intercept PE Ie RI CS Ie RI Source: Primary Data Processed .
The effect size .
A) analysis in Table 9 reinforces the above interpretation.
For the endogenous construct of revisit intention, the effect size of customer satisfaction reached fA = 0.
, while physical evidence had a value of fA = 0.
early larg.
This indicates that customer satisfaction contributes significantly to explaining variation in revisit intention, while also positioning satisfaction as an important mechanism that converts service/environment perceptions into behavioral intentions.
Table 9.
Effect Size .
A) Predictor to RI Source: Primary Data Processed .
Testing the indirect effect of the physical evidence, customer satisfaction, and revisit intention pathways through bootstrapping with 5,000 replications yielded an indirect effect of 0.
365 with a 95% CI of .
Meanwhile, the direct path of physical evidence to revisit intention when customer satisfaction was included in the model remained significant ( = 0.
95% CI .
), and the total effect of physical evidence on revisit intention was 0.
% CI .
(Table .
The mediation proportion calculated through VAF = 41.
3% indicates partial mediation, that is, some of the influence of physical evidence on revisit intention is channelled through customer satisfaction while still leaving a significant direct effect.
Thus, hypothesis 4 is supported.
These results are in line with previous research by Polas et al.
which confirms the significance of the mediating variable of satisfaction on the physical environment pathway towards revisit intention.
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Table 10.
Mediation summary .
ootstrap 5,.
Path/Effect Estimate 95% CI (Lowe.
95% CI (Uppe.
a (PE Ie CS) Ae Ae b (CS Ie RI | PE) Ae Ae cA (PE Ie RI | CS) indirect .
total (PE Ie RI) VAF Ae Ae Source: Primary Data Processed .
Table 11.
Research Hypothesis Testing Results Hypothesis H1: Physical evidence has a significant and positive effect on revisit H2: Physical evidence has a significant and positive effect on customer H3: Customer satisfaction has a significant and positive effect on revisit H4: Customer satisfaction mediates the relationship between physical evidence and revisit intention Source: Primary Data Processed .
Information Supported Supported Supported Supported DISCUSSION Islamic/Middle Eastern-themed physical evidence significantly enhances both customer satisfaction and revisit intention among Muslim consumers.
The highest loading itemsAisuch as Islamic interior design and atmospheric elements like cleanliness.
Quranic verses on walls, and the absence of haram activitiesAiindicate that a sharia-compliant servicescape configuration activates positive emotional evaluations (Bichler et al.
, 2021.
Han & Hyun, 2018.
Jeaheng et al.
, 2020.
Rajput & Gahfoor, 2.
This is consistent with the S-O-R model, where environmental cues influence affective/cognitive evaluations, which in turn drive loyalty (M.
Ali et al.
, 2021.
Gounaris et al.
Customer satisfaction plays a critical role ( = 0.
fA = 0.
, serving as the psychological bridge that converts perceptions of physical evidence into behavioral intentions.
This finding echoes prior studies showing that satisfaction mediates revisit behavior in hospitality contexts (Han & Hyun.
Peng et al.
, 2023.
Rajput & Gahfoor, 2.
In other words, while the servicescape is important, it is how customers emotionally perceive and internalize the experience that ultimately bridges the gap toward loyaltyAiconfirmed here by the presence of partial mediation.
The partial mediation effect of satisfaction (VAF OO 41%) further implies that physical evidence exerts both a direct and an indirect influence on revisit intention .
irect = 0.
This may occur through symbolic cues of Islamic values that create a sense of identity fit and psychological safety or through functional featuresAisuch as layout, lighting, and cleanlinessAithat generate preference for https://jurnal.
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Jurnal Bisnis dan Kajian Strategi Manajemen Volume 9 Nomor 2.
Oktober 2025 ISSN : 2614-2147 (Printe.
, 2657-1544 (Onlin.
return visits even when satisfaction is already accounted for (Polas et al.
, 2.
Accordingly, all proposed hypotheses are supported .
ee Table .
From a managerial perspective, the implications are twofold: .
Strengthen salient Islamicthemed physical elementsAiincluding architectural design.
Islamic decorative accents, halal signage, and prayer facilities.
Ensure the customer experience fosters positive emotional engagement, through warm service, clear transaction processes, and consistently clean and comfortable environments, as satisfaction acts as a bridge toward revisit intention.
The modelAos robustnessAievidenced by strong RA values (CS = 0.
RI = 0.
, and confirmed discriminant validity (FornellAeLarcker and HTMT)Aiincreases confidence in the empirical High composite reliability (CR) and average variance extracted (AVE) further indicate that respondents consistently interpreted the constructs, enhancing the generalizability of results to Muslim consumers in Middle Eastern-themed restaurants in Banda Aceh (Han & Hyun, 2015.
Nazarian et al.
Rajput & Gahfoor, 2.
For practical application, restaurant managers should prioritize investments in Islamic architectural elements, clear halal-related signage .
Quranic verses or hadith.
, comprehensive cleanliness, accessible prayer facilities, and transparent transaction policies to strengthen the perceived These should be orchestrated alongside consistently pleasant service deliveryAi courteous interactions, clear service flow, and ambient comfortAito maximize satisfaction and, in turn, revisit intention.
While the findings are strong and consistent, this study is based on a cross-sectional design.
future longitudinal or experimental research could enhance causal inference.
Further, exploring moderating variables such as religiosity, frequency of visits, and culinary preferences may help clarify when and for whom the servicescape is most effective in driving revisit behavior.
CONCLUSION
This study confirms that Islamic-aligned Middle Eastern-themed physical evidenceAi including architectural and interior design.
Islamic decoration and signage, cleanliness, absence of non-sharia-compliant activities, availability of prayer facilities, and transparent processesAiplays a critical role in shaping Muslim customer satisfaction and encouraging revisit intention.
Empirically, the quality of physical evidence significantly and positively affects satisfaction, and, together with satisfaction, contributes to revisit intention.
Mediation analysis shows a significant indirect effect indicating partial mediationAithat is, physical evidence affects revisit intention both directly and indirectly through satisfaction.
In terms of measurement quality, all constructs met established reliability criteria and demonstrated strong convergent and discriminant validity.
These results reinforce the reliability of the inference that an Islamic and comfortable servicescape not only generates positive emotions and satisfaction but also enhances customersAo likelihood of returning.
Substantively, the findings enrich the halal hospitality and service marketing literature by providing empirical evidence in the context of Middle Eastern-themed restaurants in Banda Aceh: .
Physical evidence is a key driver of revisit intention.
Satisfaction is the psychological mechanism converting environmental perception into post-consumption behavior.
Both direct and mediated https://jurnal.
id/jbkan/ Vol.
9 No.
Jurnal Bisnis dan Kajian Strategi Manajemen Volume 9 Nomor 2.
Oktober 2025 ISSN : 2614-2147 (Printe.
, 2657-1544 (Onlin.
pathways are significant, indicating that managerial interventions should combine servicescape improvement with the orchestration of consistently pleasant service experiences.
Despite the studyAos contributions, limitations should be acknowledged.
The cross-sectional design and non-probability sampling constrain causal inference and generalizability beyond Middle Eastern-themed restaurants in Banda Aceh.
All variables were measured via Likert-scale self-report questionnaires, which may be subject to common method bias or social desirability bias, although procedural remedies and collinearity checks were applied.
The scope of constructs was limited to physical evidence, customer satisfaction, and revisit intention, leaving out potentially influential factors such as food/service quality, price fairness, perceived value, trust, religiosity, and brand familiarity, which were not modeled as controls or moderators.
Additionally, some adapted indicators .
, transaction documentation, payment policie.
may require refinement to better capture the F&B servicescape dimension, while the geographical and brand-specific scope limits generalization across cities or market segments.
Given these limitations, several recommendations are proposed: Managerial: Focus on enhancing the most emotionally resonant Islamic servicescape elementsAisuch as architecture, comprehensive cleanliness, informative yet aesthetic Islamic signage, and accessible prayer spacesAi while ensuring clarity in service and transactions to foster psychological security and trust.
These efforts should be integrated with consistently positive service delivery to ensure satisfaction acts as a mediator toward revisit behavior.
Future research: Should employ longitudinal or experimental designs to capture the dynamic nature of satisfaction and revisit intention over time.
Expanding the model with control or moderating variables .
, food/service quality, price fairness, perceived value, religiosity, visit frequency, brand familiarit.
and testing for group differences via multi-group analysis and measurement invariance .
MICOM) will provide deeper insight.
Cross-regional and cross-brand validation can improve generalizability, while integrating objective behavioral data .
, transaction histor.
with mixedmethods qualitative approaches can enhance understanding of how specific servicescape components, when tangibly improved, translate into stronger satisfaction and actual revisit behavior.
REFERENCES