6 th Bandung Creative Movement International Conference in Creative Industries 2019 (6 th BCM 2019) ----------------------------------------------------------------------------------------------------------------------------------------------------- Factors Affecting Choice of Chinese Restaurants in Bandung: Important of Ambiance Ratri Wulandari 1 , Resi Anggraini Tandri 2 , Apriliando Aditya Putra 3 1 Department of Interior Design, Telkom University, Bandung, Indonesia 2 Department of Interior Design, Telkom University, Bandung, Indonesia 3 Department of Interior Design, Telkom University, Bandung, Indonesia wulandarir@telkomuniversity.ac.id (Ratri Wulandari), Abstract Chinese restaurants in Bandung existed since the colonial era. Customer satisfaction in a restaurant is influenced by factors including ambiance. This paper studied the important of ambiance in visitors ’ choice to a Chinese restaurant using 3 study cases. The method used were field observation, visual documentation, and questionnaire. Research finding was that ambiance was placed the third factor out four with level of importance at 58.8%, less significant than food (80,4%). However, when visitors were asked their visual preference and ideas on how a Chinese restaurant should be, they prefer a thematic restaurant with traditional ambiance. Keywords restaurant, ethnic restaurant, ambiance, customers’ choice 1. Introduction Chinese restaurant in Bandung exist since the colonial era by the presence of Chinese ethnics to the city. Not only regarding the taste of Chinese food that must be considered in an ethnic Chinese restaurant, but also how the restaurant can give a special and authentic impression. An impression dominated by the ethnic’s history and cultural heritage send to visitors which greatly influences customer satisfaction. Based on the background, issue raised on factors influencing choice and image of ethnic Chinese restaurants in Bandung. The paper is structured into introduction, methods, result and discussion, conclusion. 2. Methods Research carried out through field observation in 3 Chinese restaurants in Bandung and questionnaires distribution. The three restaurants are Golden Chopstick, Po Ka Tiam, and Hong Sin Restaurant. The field observation documented physical condition of each of 3 restaurants being studied. The documentation took materials on interior elements from seating arrangement to decorations used. The questionnaires were distributed randomly in the restaurants through online questionnaire tools. Therefore, only those feeling convenience enough were taking the survey. In addition, the questionnaire was also distributed through social media, using Line application, so that the data obtained not only from visitors in the ethnic restaurants but also Bandung residents’ in general. The questionnaire consists of three parts. The first part was assessment of importance of factors related to selection of certain ethnic Chinese restaurants. The assessment was done using numeric scale from 1 to 5 with 1 is not important and 5 is very important. Factors being asked were service, food, price, and interior. The second part was question concerning their idea of how a Chinese restaurant in Bandung is desired. The last part is respondents’ personal information consists of gender, age, occupation, and frequency of restaurant visit. The data was analysed using modest quantitative analysis and descriptive qualitative analysis. The qualitative analysis were done by reading correlation between elements studied and questionnaires’ responses. Instruments used in this research photographic documentation and questionnaire responses. 3. Result and Discussion This part is presenting description of three restaurants studied on the first part, comparison of their visual and atmospheric condition on the second part, and analysis of questionnaires results.