Faktor-faktor Penentu Keputusan Pemilihan Shopping Malls Generasi Milenial

Ronny H. Walean, Jangs Laoh, Lovimaci Jean Kawuwung

Abstract


Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang berkontribusi dalam pemilihan mall berdasarkan perspektif dari kaum milenial. Menggunakan metode deep interview kepada dua belas orang yang termasuk generasi milenial yang terbiasa datang ke mall paling tidak seminggu sekali untuk mengetahui faktor apa yang dapat mempengaruhi generasi milenial dalam pemilihan pusat perbelanjaan, dan beberapa sudut pandang dari generasi milenial ini telah diidentifikasi dengan pengambilan sampel melalui kuesioner skala likert sejumlah 163 responden kepada laki laki dan perempuan. Analisa data menggunakan teknik Exploratory faktor analisis dengan metode Principal Component Analysis dan Menghasilkan 8 faktor yaitu Pelayanan, Faktor Internal, Solusi Satu Atap, Kenyamanan, Ekslusifitas Tempat, Kemudahan Akses, Harga. Pelayanan merupakan faktor yang memiliki nilai cronbach’s Alpha tertinggi dan hasil uji independent t-test menunjukkan bahwa tidak ada perbedaan signifikan antara laki-laki dan perempuan dalam keputusan untuk pergi ke mall berdasarkan perspektif dari kaum milenial.

Kata Kunci : ShoppingMalls, Generasi Milenial, Service, Faktor Internal

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DOI: https://doi.org/10.37531/sejaman.v6i1.4429

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