Research Topic:
Physical Environment as a Marketing Tools Affecting the Customers’ Attention Towards Restaurant.

Broad Problem Area:
Currently many restaurants in Jakarta are featuring the physical environment instead of the taste of the food.

Research Objective:
To prove how affective is physical environment as a marketing tools to restaurants in Jakarta.

Research Questions: * What kind of physical environment are the customers looking for? * Does taste of the food or physical environment become priority for a customer to visit? * Are customers willing to spend money for good physical environment regardless the food taste?

Key theory useful for this research topic: * Service marketing * Service environment (ambient factors) * Brand image * Core purposes of service scape

Key concepts from literature: * Ambient factors affecting the customers’ psychological - People are part of the service marketing

Introduction The restaurant industry is one of the forms of economic enterprise that has a good prospect. According to some competent authorities states that successful efforts in the area of food and beverage service is not only determined by the number of visitors, but is also determined by the capability of increasing the growth of its customers. Many factors influence the consumers to come to the restaurant, generally, the most outstanding factor is the taste of the food and the physical environment in that restaurants. Many new restaurants that successfully penetrated into the various cities in Indonesia is very concerned with the ambience in the restaurant. Customers are attracted to a specific restaurant for several different