Hubungan Akses Menuju Mall dan Motivasi Berbelanja Kelompok Usia Dewasa Muda di Kota Bandung
DOI:
https://doi.org/10.35138/gp.v2i1.134Keywords:
Shopping Mall, Motivasi belanja, Akses menuju mall,Abstract
Maraknya pembangunan Shopping Mall di Kota Bandung menimbulkan perbedaan motivasi berbelanja masyarakatnya. Tujuan utama mengunjungi Shopping Mall tidak hanya untuk kegiatan utilitarian melainkan hedonik. Perbedaan Motivasi berbelanja (Utilitarian dan Hedonik) salah satunya berhubungan dengan faktor Situational Spesific, yaitu akses menuju mall. Berkaitan dengan hal itu, penelitian ini dilaksanakan dengan tujuan mengidentifikasi hubungan antara akses menuju mall (Situational Spesific) dengan Motivasi berbelanja (Personal Spesific) konsumen usia dewasa di Kota Bandung. Data dikumpulkan dengan kuesioner dan dianalisis dengan metode analisis Anova, analisis Cluster dan analisis Korelasi. Hasil penelitian ini menunjukkan bahwa Kelompok usia muda dengan motivasi utilitarian sangat memperhatikan akses menuju mall, dan nilai korelasi tertinggi antara akses menuju mall dengan motivasi berbelanja utilitarian terdapat pada kelompok usia 17-22 tahun dan usia 34-40 tahunReferences
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Jackson, Vanessa; Stoel, Leslie dan Brantley, Aquia.(2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services 18 (2011), 1–9.
Kim, Hye-Shin.(2006). Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research, 13, Number 1, 57-79
Munandar, M Jono dan Hermawan, Y.E. (2011). Analisis Preferensi Pengunjung dan Positioning Pusat Perbelanjaan Modern di Kota Bogor (Studi Kasus: Botani Square, Ekalokasari Plaza, Bogor Trade Mall, dan Pangrango Plaza).
Tiwari R. K., Abraham, Anish. (2010). Understanding The Consumer Behavior Towards Shopping Malls In Raipur City. International Journal of Management & Strategy, 1, 1
Wong, Yue-Teng., Syuhaily Osman., Askiah Jamaluddin., Benjamin Chan Yin-Fah. (2012). Shopping motives, store attributes and shopping enjoyment among Malaysian youth. Journal of Retailing and Consumer Services, 19, 240–24.
Yasin, M.P.E. (2012). Motivasi Pengunjung Ke Shopping mall Pada Studi Kasus Bandung Indah Plasa. Temu Ilmiah IPLBI 2012, 5-8. Retrieved from http://temuilmiah.iplbi.or.id/prosiding-temu-ilmiah-iplbi-2012
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2019-08-29
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