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The physical environment of a restaurant today, prioritized as one of the attractions of a restaurant for its customers. Customer satisfaction is the goal of all businesses including restaurants. Customer satisfaction is a dynamic condition associated with fulfilling customer expectations of the service experience that has been provided. In the field of tourism especially providers of products and services such as restaurants, satisfied customers can cause customers to come back to the restaurant. The purpose of this study is to determine the factors and variables that can satisfy customers in restaurants in Bali. The study sites are located in 10 locations at 22 new restaurants in Bali. The method of this research is quantitative method with confirmatory factor analysis with 105 respondents. The observed factors consist of 6 factors with 21 variables that are 1) facility aesthetic factor (5 variables), 2). Ambience factor (4 variables), 3). Lighting factor (3 variables), 4). Atmosphere factor (4 variables), 5). Guest table setup factors (3 variables) and 6). Employee service factor (2 variables). The results of research on the role of the physical environment on customer satisfaction in restaurants in Bali as a whole is in good condition. The most determining factor of customer satisfaction is the atmosphere factor (F2) followed by the facility's aesthetic factor (F1). While the variable that most determine customer satisfaction is variable X6 (comfortable room temperature) followed by variable X1 (clean furniture). Strategic implementation for the restaurant based on the results of this study is that the manager can improve factors and variables that have been good and improve factors and variables that have not been good. Keywords—Physical Environment, Guest Satisfaction, Restaurant

The Important of Physical Environment for Guest Satisfaction on Restaurant in Bali