Paper Title
Factors Influencing Chinese Consumers towards the Purchasing Decision in Selecting Buffet Shabu Restaurants Operated in Muang Chiang Mai District, Chiang Mai, Thailand

The objectives of this independent study were to study the level of opinions on service marketing mix factors and the purchasing decision in selecting buffet Shabu restaurants operated in Muang district, Chiang Mai province by Chinese consumers, and to study the service marketing mix factors that influenced Chinese consumers towards the decision making in selecting buffet Shabu restaurants operated in Muang District, Chiang Mai Province. The data for this research were collected through the use of questionnaires, and the study samples were 385 Chinese consumers who visited 5 buffet Shabu restaurants which were operated Muang district, Chiang Mai province through accidental sampling. This study was a survey research through descriptive statistics; frequency, percentage, means, and standard deviation, and through inferential statistics; Enter multiple regression analysis. The results of the study indicated that Chinese consumer groups had product opinions at the highest level. On the other hand, for the Multiple Regression Analysis found that the marketing mix factors of prices, place, promotion, staff, and process influenced the purchasing decision with statistical significance level at 0.05. Keywords - Service Marketing Mix, Purchasing Decision, Chinese Consumers