The appearance of the Korean Wave was marked for the first time by the presence of his dramas that managed to captivate Indonesian audiences. The rise of Korean dramas that have entered Indonesia seems to open new avenues for other Korean cultures to enter the country, one of which is culinary delights which are marked by the emergence of Korean restaurants in big cities of Indonesia. Myoung Ga, is the first Korean restaurant standing in the city of Surabaya and appears with the identity of its traditional dishes. Until more than 20 years have passed, this restaurant has survived and is actually able to compete with new and more modern Korean restaurants. This study aims to determine how the influence of Service Quality, Food Quality, Atmospherics, Authenticity (Food), and Authenticity (Atmospherics) on Positive Emotion, Value and Behavioral Intention. The expected benefit from this research is to add to the knowledge in the field of management, especially how much positive emotion is influenced by increasing behavioral intentions, which in turn will increase sustainable transactions from customers of Myoung Ga Korean Restaurant in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using SPSS. Data collection was carried out by distributing questionnaires to 165 respondents with the characteristics of male and female respondents aged 18-60 years, residing in Surabaya and having bought and consumed (dine in) food and beverages Restaurant Myoung Ga in Surabaya at least 2 times in the last 2 years. The results showed that positive emotion has a significant effect on repurchase intention with a regression coefficient of 0.520 and perceived value also has a significant effect on behavioral intentions with a regression coefficient of 0.391. Meanwhile, perceived value has a significant effect on positive emotion with a regression coefficient of 0.363, service quality has a significant effect on perceived value with a regression coefficient of 0.251, atmosphere has a significant effect on perceived value with a regression coefficient of 0.244, food quality also has a significant effect on perceived value with a regression coefficient. 0.237, authenticity (atmosphere) has a significant effect on perceived value with a regression coefficient of 0.165, food quality has a significant effect on positive emotion with a regression coefficient of 0.157, authenticity (food) has a significant effect on positive emotion with a regression coefficient of 0.142, authenticity (food) significant effect on Perceived value with a regression coefficient of 0.142, authenticity (atmosphere) has a significant effect on positive emotion with a regression coefficient of 0.123, service quality has significant influence on positive emotion with a regression coefficient of 0.131, and atmosphere has a significant effect on positive emotion with a regression coefficient of 0.114.

behavioral intention

Food Quality

Service Quality

Atmospherics

Authenticity

Positive Emotion

Perceived Value