Pemetaan Positioning Pusat Perbelanjaan Modern di Semarang Berdasarkan Unsur-Unsur Hardware, Software, Brainware, dan Promosi

Abstract

The Purpose Of The Study Was To Map The Positioning Of Six Modern Shopping Centers In Semarang (Ciputra Mall, Plaza Simpang Lima, Victoria Mall, Mall Dp, Pasaraya Her Majesty The Queen Of Youth and Pasaraya Peterongan) according to the elements of hardware, software, brainware, and promotions. Based on the resuls of positioning, this study can provide advice the tenants and the management of modern shopping centers are used as research samples. For renters, the results of the study give consideration to locate the bad foundation of modern shopping centers where they can choose as a place to do business sesaui with business they run. For the management of modern shopping centers, the results of this study provide direction for the development of shopping centers under its management in the future pursuant to the positioning of the shopping center. This study used methods of Multidimensional Scaling(MDS) u ntuk map positioning a number of modern shopping centers in Hyderabad based on consumer perceptions of a number of element included in the element of hardware, software, brainware, and promotions. The result of multidimensional scaling analysis showed that DP Mall perceived by consumers as a modern shopping center that has many advantges over the six other modern shopping centers. DP Mall perceived superior in six factors, Mal Ciputra excel in five factors, and Plasa Simpang Lima excel in one factor,while Pasaraya Majesty thr Queen Pasaraya easygoing and Peterongan perceived by consumers as a modern shopping center that has no advantages over shopping centers other modern.