ANALISIS PERILAKU BELANJA DI MALL BERDASARKAN FAKTOR USIA DAN GENDER DI TUNJUNGAN PLAZA DAN GALAXY MALL
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Abstract
Perkembangan pesat ritel telah menyebabkan ekspansi di Surabaya. Penelitian ini diarahkan untuk memahami perilaku belanja konsumen. Mal membawa manfaat fungsional dan pengalaman untuk mereka dan mempengaruhi perilaku belanja mereka. Uji ANOVA digunakan untuk analisis dengan menyebar 100 kuesioner. Hasil menunjukkan bahwa jenis kelamin dan usia konsumen memainkan peranan penting dalam menentukan sikap konsumen terhadap perilaku berbelanja di mal. Hasil penelitian menunjukkan terdapat perbedaan yang signifikan berdasarkan gender pada dimensi social, escape, dan exploration. Dimana dimensi social adalah kemampuan pegawai mall untuk lebih bersifat responsif dan bersahabat. Escape, menganggap mall sebagai tempat untuk menghindari kebosanan, sendiri, stress, cuaca buruk, kemacetan, dan aktifitas sehari-hari. Dimensi exploration, adalah mall dianggap sebagai tempat untuk menemukan hal-hal baru, mencari pengalaman, terdapat produk yang menarik dan mencoba produk yang dijual.
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