Analisis referensi dan prilaku remaja pengunjung mall atau plaza di kota jakarta

This research is about preference and consumer behaviors of teenager as the visitor of mall or plaza in Jakarta city to know about what are the things which influence them to decide mall or plaza to be visited, and also to know what is the type of their behaviors when coming to mall or plaza. The data in this research is gaining from interview, observation, and case study from previous research. The teenager as the respondents in this research are Jakarta citizens aged 15-21 years old and have ever came to mal or plaza in Jakarta city for at least in the last 3 months. The result of this research told that the location is the important things as influence teenager to decide their mall or plaza preference to be visited. From Thurstone analysis and cross tabulation can be highlight that area or location as the main factor to choose mall or plaza to be visited. The location can be meant areas where they are living or doing activities and also the location where the potion of mall or plaza. By correspondence analysis which include seven mall or plaza in Jakarta, we can get information about the visitor character of each mall or plaza. This characteristic is very useful that should be haved by mall or plaza as the key advantage compare to other mall or plaza as their competitor, and in order to fulfill the needs of their target segmentation. While quadrant analysis can give summary about satisfaction of their most often visit mall or plaza. The result show that no mall or plaza which can make satisfy their visitor for all of attributes perfectly. To make people become interested to visit one mall or plaza, the building management must make a good promotion in type of advertising or event, in order to increase their brand awareness, and also wider the range of target customer of the mall or plaza. The causes are most of the mall or plaza just have locally type in the area where they stay. The building management has to increase the performance of service and their own unique characteristic. From this research we also can found that the mouth on mouth information is very useful to make people comes to mall or plaza as their preference