PREFERENSI DEWASA MUDA TERHADAP SHOPPING MALL DAN HUBUNGANNYA DENGAN MOTIVASI BELANJA Studi kasus : Shopping mall di Kota Bandung
Bandung is a shopping destination, which helped to trigger the rapid growth of Shopping malls in the city of Bandung and raises the orientation of public spending on economic needs (utilitarian motivation) and leisure activities (hedonic motivation). The advent of the shopping motivation, give color...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/34244 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Bandung is a shopping destination, which helped to trigger the rapid growth of Shopping malls in the city of Bandung and raises the orientation of public spending on economic needs (utilitarian motivation) and leisure activities (hedonic motivation). The advent of the shopping motivation, give color to the preferences of consumers visit at one of the Shopping mall in Bandung. The emergence of hedonic and utilitarian motivations, cause a distinctive phenomena about the consumer visit preferences to the Shopping mall in Bandung. Differences in preference to the Shopping mall were investigated using mall attribute as situational-specific factors and age category as personal-specific factors. The difference in the results of research on motivations difference and mall attributes importance is based on among different age groups, making this research needs to be reviewed with a particular segmentation boundaries. Young adult age group was chosen to complement the existing research, in addition the young adult age group is the consumer with the most visit to mall. The results of this study can be used as consideration reference in designing Shopping mall and as planning development strategy based on segmentation of the young adult age group. This study aims to identify the Shopping mall preferences, shopping motivations (hedonic and utilitarian) and mall attributes (mall building physical condition, facilities, and access) to young adult age group.
Collecting data using a mixed method of qualitative and quantitative. Qualitative methods performed on stage "presurvey" to dig up preferences information, activities in the Mall, and the main reason to visit the Mall. While quantitative methods performed on the next preference on research regarding Shopping mall, motivational (hedonic and utilitarian) and attribute mall (physical condition of buildings, facilities and access). Collecting data using questionnaire to 300 young adult age category respondents. Content analysis use qualitative methods to analyze the text data, which is about preferences, visitor activities and the reasons for visiting the Mall. Anova and Cluster analysis was used to identify preferences,
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motivation, and mall attributes of different age groups. While regression analysis is used to look for patterns of relationships between the shopping motivation with mall attributes in determining Shopping mall preferences. The results showed that the Bandung Indah Plaza (BIP) Shopping mall is a Shopping mall which has the highest preference. "High tension" entertainment (cinema and karaoke place) are the main reasons young adult age groups and groups of hedonic motivations in visiting the Mall. While the diversity of tenants make utilitarian motivation as the main reason to visit the Mall. Arrival preferences to Shopping mall influenced by hedonic motivations with gratification shopping categories, while hedonic motivations (gratification shopping) is affected by the high tension of entertainment facilities. |
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