ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN MEMILIH TRANSMART MALANG UNTUK TEMPAT BERBELANJA

This study aims to determine and analyze the factors that influence the decision to choose the Transmart Malang shopping center for shopping. This type of research is survey research. In this study, the population is buyers at the Transmart Malang shopping center in 2021 with a total sample of 100 respondents. The data analysis technique used factor analysis. The results of the study can be seen that the first factor influencing the decision to choose the Transmart Malang shopping center is about the facilities factor, where in the factors, namely regarding safe children's playgrounds, clear signs, spacious parking lots, the facilities offered by Transmart MX Mall XXI are complete, proper lighting facilities, shops what consumers want is easy to find, alternative parking spaces are available and the wall color scheme is attractive. The second factor is the convenience factor in shopping, in this case, it is about complete security and safety features, membership cards, many shopping options, complete ATM centers and attractive visual appearance. The third factor is about supporting facilities, which in this factor include complete shopping facilities, a comfortable atmosphere, the use of music that is comfortable to listen to and the architecture of Transmart Malang is interesting. The fourth factor is about the convenience factor, where this factor is about easy-to-reach locations, varied playgrounds, clean toilets and interesting Transmart Malang interior design