Analysis of UPH Karawaci students’ patronage intention towards Supermal Karawaci = Analisa patronage intention mahasiswa UPH Karawaci terhadap Supermal Karawaci

Serevina, Vira (2019) Analysis of UPH Karawaci students’ patronage intention towards Supermal Karawaci = Analisa patronage intention mahasiswa UPH Karawaci terhadap Supermal Karawaci. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Supermal Karawaci is the only shopping mall in Lippo Karawaci, Tangerang. It is only several walking distance the University of Pelita Harapan. Consequently, there are a lot of UPH students who become customers of Supermal Karawaci. It is difficult for international and domestic retailers and other tenants to survive in this competitive market especially without an understanding of current conditions and buying behavior. Mall tenants and the manager of the mall must understand these factors that effects the patronage intention of the customer and their relationship to provide the value that is desired by the mall’s visitors to convert them into customers. The purpose of this study to improve the mall patronage intention of UPH students toward Supermal Karawaci by exploring the relationship and effects of its variables which are the effect of the perceived value associated to the experience of mall retail stores and non-store aspects of the mall on customers’ satisfaction and mall patronage intentions using the 4Es to understand further the aspects of mall experience. Data for this study is collected through the questionnaire in Google Form that is given to student respondents who are still studying in UPH. The data is purified by validation and reliability test through the SPSS program. The hypothesized structural model is then created in SmartPLS based on previous studies that is further modified. The model is then evaluated based on its inner and outer model to then be modified to achieve a model that is both valid and reliable, also understand relationships between the factors available. The variables that increases mall patronage intention of UPH students towards Supermal Karawaci are mall satisfaction along with mall’s entertainment and aesthetic experience. Mall satisfaction is affected positively by its store emotional value, non-store efficiency value, and non-store sensory appeal value. Purchase behaviors is positively affected by store emotional value and perceived value but purchase behavior for retail stores apparently has no proven effect on the mall’s patronage intention of UPH students. / Supermal Karawaci adalah pusat perbelanjaan satu-satunya di Lippo Karawaci, Tangerang. Mal tersebut hanya beberapa langkah dari Universitas Pelita Harapan. Akibatnya banyak mahasiswa UPH yang menjadi pelanggan Supermal Karawaci. Sulit bagi toko internasional dan domestik dan tenan lainnya untuk bertahan di pasar kompetitif ini terutama tanpa memahami kondisi saat ini dan perilaku pembelian. Penyewa mal dan manajer mal harus memahami faktor-faktor yang memengaruhi patronage Intention dan hubungan mereka untuk memberikan nilai yang diinginkan oleh pengunjung mal untuk mengubahnya menjadi pelanggan. Tujuan dari penelitian ini untuk meningkatkan niat perlindungan mal mahasiswa UPH terhadap Supermal Karawaci dengan mengeksplorasi hubungan dan pengaruh variabel-variabelnya yang merupakan pengaruh dari nilai yang dirasakan terkait dengan pengalaman toko ritel mal dan aspek non-toko mal. Kepuasan pelanggan dan patronge Intention mal menggunakan 4E untuk memahami lebih lanjut aspek pengalaman mal. Data untuk penelitian ini dikumpulkan melalui kuesioner di Google Form yang diberikan kepada responden mahasiswa yang masih belajar di UPH. Data dimurnikan dengan uji validasi dan reliabilitas melalui program SPSS. Model struktural kemudian dibuat di SmartPLS berdasarkan studi sebelumnya yang selanjutnya dimodifikasi. Model ini kemudian dievaluasi berdasarkan model luar dan dalam untuk kemudian dimodifikasi untuk mencapai model yang valid dan andal, juga memahami hubungan antara faktor-faktor yang tersedia. Variabel yang meningkatkan patronage Intention mal dari mahasiswa UPH terhadap Supermal Karawaci adalah kepuasan mal bersama dengan pengalaman pada mal dan estetika mal. Kepuasan mal dipengaruhi oleh nilai emosional toko, efisiensi non-toko, dan nilai daya tarik secara indra pada aspek non-toko. Perilaku pembelian dipengaruhi oleh nilai emosional toko dan persepsi nilai (perceived value) pada toko tetapi perilaku pembelian untuk toko ritel tidak memiliki efek yang terbukti pada niat patronage Intention mal mahasiswa UPH.

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