Strategi penempatan tenant pada mall di Jakarta

Pramudita, Trisa (2016) Strategi penempatan tenant pada mall di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Jakarta adalah kota yang memiliki pusat perbelanjaan terbanyak di dunia dan dinobatkan sebagai “Ibukota Shopping Center Dunia”. Tingginya kompetisi menjadi tantangan bagi para manajer mall untuk dapat memilih strategi yang tepat dalam menempatkan tenant di dalam mall agar dapat meningkatkan keuntungan tenat-tenant yang dikelola dan juga pengelola. Secara garis besar terdapat dua strategi utama dalam penempatan tenant, yakni strategi dispersi dan departementalisasi. Penelitian ini berargumen bahwa strategi penempatan tenant pada mall besar dipengaruhi oleh tinggi dan konfigurasi mall. Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari variabel total level, level, level gross leasable area, total unit, unit, kompleksitas, rasio net leasable area, dan total gross leasable area terhadap departementalisasi. Subyek dalam penelitian ini adalah mall yang berada di Jakarta dan terletak di sekitar lokasi bisnis dan memiliki empat tingkatan lantai atau lebih serta memiliki total gross leasable area di atas 100.000 m2, sehingga didapatkanlan total sebanyak 51 observasi. Data didapatkan melalui hasil analisa ArcGis dengan tekhnik pengambilan sampel menggunakan judgemental sampling. Kemudian data diolah dengan menggunakan program eViews. Hasil dari penelitian ini menunjukkan bahwa penggunaan strategi departementalisasi dipengaruhi oleh kondisi mall secara keseluruhan, bukan dipengaruhi oleh tiap tingkatan lantai sebagai masing-masing individu. Tingkat departementalisasi dipengaruhi secara positif oleh luas mall secara keseluruhan. Temuan penelitian ini dapat dijadikan masukan bagi manajemen mall untuk meningkatkan produktifitas mall yang dikelola dengan memilih strategi penempatan tenant yang tepat sehingga dapat meningkatkan keuntungan tenant dan manajemen mall / Jakarta is a city that has the largest amount of shopping center in the world and has been names as “The Capital City of the World’s Shopping Center”. The high competition has become a challenge for the mall’s manager to choose the right tenant placement strategy in order to increase the profits of both tenants and mall’s management. Broadly, the tenant placement strategy could be divided into two core strategies, dispersion strategy and departmentalization strategy. This research argues that the tenant placement strategy is affected by the height of the mall and mall’s configuration. The research’s purpose is to analyze the influence of the variables such as total level, level, level gross leasable area, total unit, unit, complexity, net leasable area ratio, and total gross leasable area on the degree of departementalization. The research subject is mall’s floor on the mall located in Jakarta who takes place around business district that not only has four floor levels or more but also has total gross leasable area more than 100.000 m2. Based on these criteria and using judgmental sampling technique, there were 51 observations that included in the research. The data that used are the result of the ArcGis analysis which is then processed by statistic software called eViews. The result of the research shows that the tenant placement strategy is affected by the configuration of the mall as a whole, not by the floor level of the mall individually. The degree of departmentalization is affected positively by the total gross leasable area of the mall. This finding could be used as the suggestion for the mall’s management to increase the mall’s productivity by choosing the right tenant placement strategy in order to increase the profits of both tenants and mall’s management

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