Analisis Faktor-faktor Yang Mempengaruhi Pemilihan Mal Sebagai Tempat Berbelanja

Lifestyle changes have been experienced by the people of Indonesia. In this era of consumerism, people preferred mall as their shopping destination rather than traditional market. The objective of this research was to find out the factors that affect consumers for choosing mall as their shopping destination. The data were obtained from 100 mall consumers in Semarang. The data were analyzed by factor analysis method in SPSS. Based on this research, it was found that four factors affected consumers in choosing mall as their shopping destination. Those factors were entertainment, comfort, lifestyle, and facilities. Entertainment is a factor that most affects consumers to visit mall with percentage of effect is 31.602%. Those factors could explain the reason consumers preferred mall as their shopping destination about 80,331% and about 19,669% were explained by other factors which is not included in this research