IDENTIFICATION OF CONSUMER BEHAVIOR FACTORS TOWARDS RESTAURANT CHOICE DURING THE NEW NORMAL

• Main Author: Anieqo Tanadda, Onna
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57776
• Institution: Institut Teknologi Bandung

Due to the pandemic circumstances, it is no longer safe and comfortable to do daily occasions such as visiting and dine-in at a restaurant. Currently, Indonesia has considered to be in the New Normal era of the Covid-19 pandemic. Yet, in the past few months, permanently numerous restaurants closures during the emerging of the Covid-19 pandemic. However, the rest of the restaurants have survived and adapted to the current condition. It indicates that restaurants should have aware of today's consumers' necessities and considerations. In addition, several recent studies abroad supported the statement and viewed this problem as an interdisciplinary research opportunity. Thus, interior designers need comprehensive knowledge to develop adaptable restaurant designs to any future conditions. Therefore, to fill in the gap, the author was interested in conducting this study, particularly in Indonesia. This study aims to identify new factors that drive consumers' behavior towards restaurant choice during the New Normal era. Additionally, it contributes to extend the existing knowledge about consumers' behavior and restaurant for interior designer perspective in Indonesia. This study used factor analysis by composing a set of questionnaires. The purpose of the method used in this study was to take the scores on a large set of observed variables and reduce them to scores on a smaller set of composite variables that retain as much information as possible from the original measured variables. The research instrument had 76 variables designed and was adapted based on several studies and data on consumers' motivation, intention, perception, trust, attitude, and social during the pandemic. A pilot study was conducted among 50 consumers to verify the clarity of the survey instructions and questions on May 5, 2021. Overall, the sample was composed of 358 young adult consumers (20-40 years old) from different cities in Indonesia with a moderate risk increase of Covid-19 cases. After excluding 14 invalid and unreliable items, final data were collected on May 12 by administered an adapted 62 items questionnaire with 5-point scales online using Microsoft Form. Descriptive statistics and factor analysis were processed by SPSS 26. The rotated component matrix displays 50 observed items after iv eliminating 12 from the factor analysis due to cross-loading factors. Thus, these 13 factors are named based on the composite variables within. These factors are diverse needs, cleanliness or hygiene, mental health, physical environment, eWOM, Covid-19 risk, government trust, innovativeness, social trust, fair price, food choice, restaurant service, and consumer experience. We concluded that the risk of Covid-19 is a unique factor discovered in this study, while other factors were part of the existing knowledge. In addition, elaboration with previous studies shows that each factor consists of a variety of distinct indicators. These indicators are related to the context of consumers' concerns and dilemmas during the Covid-19 pandemic and will be essential as a reference for future research objectives. The results of this study implicated the development and proposed model of restaurant design guidelines during a pandemic. This study only covers the New Normal condition. Therefore, further research may be needed to testify and verify these factors