Analisis Faktor-faktor yang Mempengaruhi Keputusan Konsumen dalam Memilih Mal sebagai Tempat Berbelanja

Abstract

People lifestyles in Indonesia are becoming more consumptive, people preferred mall as their shopping destination rather than traditional market. This study aims to determine factors that influence consumer decisions in choosing the mall as a place to shop. The data were obtained from 120 mall consumers of three major malls in the city of Semarang. Data processing was performed using Multiple Linear Regression Analysis. Based on the results that the 17 variables (status symbol, recent fashion, entertainment, food court, value added comfort, windows shopping, multiple retailers, quality, hanging out, spending more, experiential service, cleanliness, salesperson, mall structure, safety, price, and sales promotion) were use in this study has a significant effect on the dependent variable (Y) that is consumer decisions and the results of t test states that the quality factor has a individually significant influence on the dependent variable (Y) that is consumer decisions