Dine-in during the New Normal: Identifying Young Adult Consumers Behavior Factor toward Restaurant Choice in Indonesia Onna Anieqo Tanadda, Prabu Wardono
Institut Teknologi Sepuluh Nopember, Institut Teknologi Bandung
Abstract
During the New Normal era in Indonesia, outdoor activities are starting to come back to life, especially dining out or dine-in. However, there is a limited empirical examination of consumer behavior factors in the context of restaurant choice in Indonesia. As restaurants begin comprehensive reopening plans, consumers are alleged to have specific considerations. This paper aims to identify the factors that drive consumers^ choices to dine in during the New Normal era. The sample consisted of 358 young adult consumers aged between 20 and 40 from different cities in Indonesia, with a moderate risk of increasing COVID-19 cases. An adapted 62-item questionnaire with 5-point scales was administered online using Microsoft Forms and analyzed using SPSS 26 and factor analysis. The results revealed that 13 factors influence young adult consumers^ restaurant choices during the New Normal era. These factors encompass diverse needs, cleanliness and hygiene, mental health, physical environment, electronic Word-of-Mouth (eWOM), COVID-19 risk, government trust, innovativeness, social trust, fair pricing, food choices, restaurant services, and consumer experience. Therefore, further research may be necessary to validate and verify these factors.
Keywords: consumer behavior, factor analysis, new normal, restaurant choice.
