| dc.description.abstract | There is relatively stable economic growth over the last 7 years, with the
growth of 5.01% in 2017. Along with the economic development, in terms of
demographic development, Indonesia is also experiencing an increase. Surabaya is
a big market with a population of 2,765,487 people. With that amount of, the mall
continue to grow as a result of the growing number population. As a result, retail
market that grows nationally is not only profitable for large retailers, but also the
small retailers who serve local community. The growth in the retail industry leads
to the growth in Shopping Malls, especially in Surabaya. Nowadays, mall does not
only serve the purpose as the place where consumers need to shop. Mall visitors
who come to a mall began to demand new atmosphere that is different from other
shopping centers. The reason behind this is the increasing lifestyle of the various
visitors to have mall as a place to hang out and eat with friends or relatives, watch
movies, browse stores and visiting events held within the mall. Galaxy Mall is one
of the renowned mall in Surabaya. Galaxy Mall, is strategically located in
Dharmahusada Indah Timur road in the Eastern part of Surabaya. Galaxy Mall
specifically targets the high income earners of the neighboring area.
The purpose of this research is to identify the factors that have the most
significant influence among Mall Atmosphere, Mall Design, Mall Employees
through Self-Congruity, Store Image, Utilitarian Value and Hedonic Value towards
the Mall Patronage in Galaxy Mall Surabaya, which is aimed to use the 8 variables
to identify the Mall Patronage of customers.
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM) and the AMOS 22.0 software. The questionnaire
distributed to 195 respondents in the sample in which the characteristics of
respondents that consists of men and women in the age range 18-60 years, who
have visited Galaxy Mall at least twice in the last two months. The sampling method
used in this research that is snowball sampling method.
The results can be described as follows; Mall Design variable has a
significant effect on Self-Congruity variable with regression coefficient value of
0.276 and the C.R. value of 2.959; Mall Atmosphere variable has significant effect
on Self-Congruity variable with regression coefficient value of 0.604 and C.R.
value of 4.823; Mall Employees variable has a significant effect on Self-Congruity
variable with regression coefficient value of 0.376 and C.R. value of 3.9; SelfCongruity variable has significant effect on Store’s image variable with regression
coefficient value of 0.786 and C.R. value of 7.59; Store’s Image variable has a
significant effect on the Utilitarian value variable with regression coefficient value
of 0.88 and C.R. value of 7.914; Store’s Image variable has a significant effect on
Hedonic Value variable with regression coefficient value of 0.832 and C.R. value
of 9.465; Utilitarian Value variable does not have a significant effect on Mall
Patronage variable with regression coefficient value of 0.669 and C.R. value of
3.867; Hedonic Value variable has a significant effect on Mall Patronage variable
with regression coefficient value of 0.669 and C.R. value of 3.867 | en_US |
