The effect of store location and mall layout on tenant's loyalty at Sun Plaza, Medan

Sucaidy, Jeffrey (2024) The effect of store location and mall layout on tenant's loyalty at Sun Plaza, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Throughout the years, malls and department stores have experienced severe changes along the years. Some continued to be a popular landmark for visitors, local or overseas to visit and shop, while some were closed due to lack of visitors and the inability to contain and correspond to their tenant’s demands in terms of coming up with a better solution to provide a more comfortable placements in the mall. Conducted at Sun Plaza, Medan, this research intends to determine both partial and simultaneous effects of store location and mall layout on tenant’s loyalty. In this research, the writer is using the quantitative method, descriptive and causal techniques. Tenants of Sun Plaza, Medan became the target population with the simple random sampling which resulted in 52 total samples. Based on the validity and reliability tests, there are no invalid results from both the independent and dependent variables. All questions are distributed formally and there is no heteroscedasticity occurring. In this research, the multiple regression mathematically is Y = -4,948 + 0.078X1 + 0.774X2 + e. The T value of Store Location (X1) is 0.921 and Mall Layout (X2) is 6.577. The hypothesis with Tvalue > Ttable (2,000584) is accepted. Thus, H1is rejected while H2 is accepted. While the Fvalue 20.772 > Ftable (161). It means that H3 is accepted. The findings of this research show that store location and mall layout has a significant effect and simultaneous effect on tenant’s loyalty. Mall Layout has a partial effect on tenant’s loyalty. However, Store Location does not affect tenant’s loyalty partially. / Seiring waktu berjalan, mal dan pusat perbelanjaan sudah mengalami berbagai jenis perubahan dalam beberapa tahun ini. Ada beberapa yang tetap menjadi tujuan wisata bagi pengunjung, baik lokal ataupun dari luar negeri untuk berbelanja, sedangkan beberapa sudah tutup karena kekurangan pelanggan dan mereka tidak sanggup mencapai ekspektasi tenant mereka dalam solusi untuk memberikan lokasi-lokasi yang lebih nyaman atau cocok di dalam mal. Penelitian ini dilakukan di Sun Plaza, Medan, dan riset ini bermaksud untuk mengetahui pengaruh parsial dan simultan antara lokasi toko dan susunan mall terhadap loyalitas tenant. Dalam penelitian ini, penulis menggunakan metode kuantitatif, deskriptif dan teknik kausal. Tenant Sun Plaza, Medan menjadi populasi sasaran dengan simple random sampling yang digunakan untuk 52 sampel. Berdasarkan uji validitas dan reliabilitas, tidak ada pertanyaan yang valid dan tidak reliabel baik dari variabel independen maupun dependen. Semua pertanyaan didistribusi secara normal dan tidak terjadi heteroskedastisitas. Dalam penelitian ini regresei berganda secara matematis adalah Y = -4,948 + 0.078X1 + 0.774X2 + e. Nilai T Lokasi Toko (X1) adalah 0.921 dan Susunan Mall (X2) adalah 6.577. Hipotesis dengan nilai thitung > ttabel (2,00584) diterima. Dengan demikian, H1 ditolak dan H2 diterima. Sedangkan nilai F adalah 20.772 > F tabel (161). Artinya H3 diterima. Hasil penelitian menunjukkan bahwa lokasi toko dan susunan mal berpengaruh signifikan dan simultan terhadap loyalitas tenant. Susunan mall secara parsial mempengaruhi loyalitas tenant. Namun, lokasi toko tidak mempengaruhi loyalitas tenant secara parsial.

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