Relationship between Access to Mall and Shopping Motivation of Young Adult Age Group

Author

Tri Widianti Natalia, M.T, S.T

Abstrak

The rise of Shopping Mall development in Bandung causes differences in shopping motivation. The main purpose of visiting Shopping Mall is not only for utilitarian activities but rather hedonic. The differences shopping motivation (Utilitarian and Hedonic) one of them related to Situational Facto, namely access to the mall. The purpose of this study is to identify the relationship between accesses to the mall (Situational Specific) with the Motivation of shopping (Personal Specific) of young adult consumers in Bandung city. Data were collected by questionnaire and analyzed by Anova analysis method, Cluster analysis and Correlation analysis. The results of this study indicate that young age groups of differences in hedonic and utilitarian motivation characteristics towards access to the mall. Hedonic groups have a positive value at the level of ease of access from home to the mall. While Utilitarian groups have a negative value at the level of ease of access from home to the mall, the level of ease of access from office to the mall. Young adult age groups with utilitarian motivation very consider about the access to the mall while visiting the mall. The results of this study can be used by mall developers for shopping mall business strategies.