Track: Business Analytics

Abstract

According to early 2020, the impact of the COVID epidemic and people's rapid awareness. The government has established projects and measures to prevent the spread of COVID-19 had a significant effect on the restaurant business that is unable to open fully, resulting in a significant drop in sales, particularly for suki or shabu buffet restaurants that normally have to "cook" and "eat" in the restaurant, directly affecting customer food consumption behavior and causing the shabu business to stall, requiring the operator to adjust. Therefore, the government projects and adaptations for dealing with such situations are essential to the consumer behavior of customers. The purpose of this research was to investigate consumer behavior regarding shabu restaurants at Mae Fah Luang University. There were several influences on consumer behavior during the COVID-19 issue. The collected data was examined by using descriptive statistics and exploratory factor analysis (EFA). Yamane's sample size total was 388 people, which was used to identify a student group from Mae Fah Luang University for this study to complete the questionnaire. The result showed the factor analysis distinguished by the Kaiser Meyer-Olkin (KMO) method was 0.916. The 16 criteria are divided into four components and the four components consist of service staff, quality of ingredients (pork, beef, chicken, seafood, food, and vegetables), location, and measures to avoid COVID-19. The resulting awareness of social distancing and the use of partition COVID-19 between other customers are most important to support the elements in deciding whether to use shabu service restaurants or not.