ANALISIS PENGARUH ATRIBUT MALL TERHADAP KEPUASAN KONSUMEN DENGAN PENGALAMAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada pengunjung Setos Mall Semarang)

Abstract

Everyone has their own activities in their leisure time, one of them is looking for entertainment to relieve their stress. The need and consumption pattern of people has also massively shifted, and there are increasing necessities for having experiences, such as interactive entertainment and traveling. Mall management could benefit from such phenomena because mall is one of the places they go in their leisure time. However, Setos Mall Semarang, as one of many malls in Semarang, has been experiencing decreasing number of visitors in recent months. The aim of this study is to understand the effects of three attributes of a mall, namely environment, entertainment, and accesibility towards consumers’ experiences as well as it’s affect on consumers’ satisfaction in Setos Mall Semarang. The population for this research is the visitors of Setos Mall Semarang. The sampling method used in this research is accidental sampling, with total of 170 respondents. This research has seven hypotheses. The data is acquired through questionnaires, which will be analyzed using SPSS and AMOS program. The result of this research shows that environment has positive impact on consumers’ experience, entertainment does not have positive impact on consumers’ experience, accesibility has positive impact on customers’ experience, The result of this research shows that environment has positive impact on consumers’ experience, entertainment has positive impact on consumers’ experience, accesibility has positive impact on customers’ experience.