Factors Influencing The Success of Small and Medium Construction Business from The Covid-19 Pandemic Situation of Entrepreneurs in Pathum Thani Province

Abstract

The purposes of this research were: 1) to study current situation of small and medium construction business from COVID-19 pandemic situation; 2) to study factors influencing the success of small and medium construction business from the COVID-19; and 3) to study success of small and medium construction business from the COVID-19. This mixed methods research included: a qualitative research by participant observation and in-depth interviews consisted of 15 key informants and data were analyzed by inference, analysis and interpretation: a quantitative research consisted of 400 people using the questionnaire as a tool to collect data and data analysis using percentage, mean, standard deviation and stepwise regression analysis. The finding results find that: 1) the current situation from economic factors, socio-cultural factors and technological factors is a reflection of entrepreneurs' current business management: 2) factors influencing the success of small and medium construction business from the COVID-19 finds characteristics of entrepreneurs in innovative thinking (β = 0.174), marketing mix (7Ps) in terms of place (β = 5.132), and customer relationship strategies ( β= 0.412) which had the greatest impact on success. There is an equation with a 68 percent predictive power: and 3) the success of business by entrepreneurs need to carefully consider various factors in their management decisions in order to succeed in achieving their goals.